One of my most successful brand campaigns came about because…

One of my most successful brand campaigns came about because a learning designer forwarded an email she thought I'd find amusing, in which she vented to her team with a bit of a rant about the ways in which corporations often seemed to have an inherent distrust of their internal learner audience. "Learners have rights!" she wrote.

"Aha!" I thought, "We can do something with this."

With the learning experience design team I created 10 tenets of modern learning for adults, an infographic, 6 articles and blogs, a webinar, a podcast and several LinkedIn posts. It was a hit when launched, and became an evergreen set of positioning and brand-defining pieces of content that remained in the top downloads of the content library for years!

Listening to the teams working directly with the product and clients is just as important as listening to the founder/CEO when you need to create compelling brand campaigns. The words and phrases people use IRL can, with just a touch of brand voice overlay, become the most powerful ways to connect with your ideal customer.

Always be listening!