With the exception of my wife, and my friend Paul, this image means nothing to me until I hear it. To a musician these lines and dots are language as recognizable and clear as a sign that reads FREE is to a bargain hunter. If you went to a concert and these notes were displayed on a screen on stage you’d most likely be disappointed. The musicians in the audience would probably be humming along, but the rest of us would be at the valet with a 5-dollar bill cupped in our hand.
Too often organizations speak to their potential customers as if they know the lingo and/or understand what the organization does. I recently had a designer tell me, “In person you are really impressive when you talk about content and design. But your homepage doesn’t reflect that.” Right then I realized that Eat Media was guilty of the same thing, and because of that statement we are in the process of a re-branding.
Two concepts are driving our re-branding.
Situational and Conversational—specific solutions to specific problems = case studies using editorial language.
Content Types and Content Delivery—creating the content is only one half of the solution, delivering it in all of its possible forms is another. Clients should be able see one piece of content in many forms: article, case study, video, application, charticle, how-to, etc.
Thank you John.