Value Props, Positioning, Messaging: What's the Difference?

I confuse these terms very much like I confuse the purpose of the liver, spleen, and kidneys.

BrandCait Vlastakis SmithMay 26, 2016Messaging, Value Proposition, Content Strategy, Feature Comment

Human-Centered Marketing is Just Being Human

So why do we forget?

BrandCait Vlastakis SmithJune 24, 2014Evolution, Marketing, Human-Centered Design Comment

Beyond the Hype: Authenticity in Action

The advice goes something like this: Be honest, be intelligent, be more than a money-grubbing machine.

BrandCait Vlastakis SmithAugust 17, 2012Authenticity, UX, ContentComment

Signaling Credibility in Messaging

Overlooking context will get you in a credibility pickle. It’s like inviting a neighbor over for dinner while the cockroach man is spraying your kitchen.

BrandCait Vlastakis SmithMay 31, 2012Messaging, Digital StrategyComment