Words & Images

A Value Proposition should define the unique way in which a business or brand delivers value for its customers. It should explain the competitive advantage - why customers should buy from that brand rather than another; and it should always be easy to understand and clearly evidenced. Every brand, every product or service and every single piece of communication should carry a clear proposition - so that recipients always understand.

Words need to work in partnership with imagery for communication to be at its most effective. Its important to manage your communications strategy, but its even more important to manage your message. Yet writing is often the most underestimated and undervalued of the creative marketing disciplines; because anyone can write.

When you're busy fighting off those alligators, the man who reminds you about draining the swamp could just be telling you something you already know. On the other hand, if he gets you thinking more clearly, re-energised and refocused on the objective - and maybe adds a few useful new ideas along the way.

My communications experience has included developing, managing and producing content for a wide range of internal communications programmes; but I am particularly experienced in culture change, employee engagement and remuneration and benefits programmes. I have also advised on or developed internal communication strategies for multi-national retailers, global financial services conglomerates and FTSE100 PLCs, as well as SMEs and professional partnerships.Tesco's annual customer plan is communicated to all staff via the local line managers at each store.

There are lots of variations on how people view or define a Value Proposition - some very simple, some far too complex, and some highly technical. I've included here some of what I think are the best (and simplest) and some links to others that are more complex and technical but perhaps worth a look.