27 June 2004

Meaningful Communication

What is the path to creating meaningful communication?

What do we have to address and define?
- CONTENT IN CONTEXT
- MEANING
- RESONANCE
- RESONANCE OF MEANING...OTHERWISE, PEOPLE ARE DETACHED
- RESONANCE CREATES RANGE...ENGAGES PEOPLE

What are the consequences of not creating meaning communication?
- No experience created � no retention
- Passing moment � attention not held, mind and heart not captured

What is the added value to meaningful communication?
- SENSE & SENSATION
- INFLUENCE

Meaningful communication should MESH THE DYNAMICS with the STRUCTURES OF MEANING
- Sliding scales like a tuner or a dial
- Momentum
- Visual + word balance + mixture
- Sound balance + mixture

What are the sources of difference that will transport the content with such resonance that it now has great meaning for those it engages? What gives form to meaning?

Expertise ensures smooth execution of memorable and meaningful communication. Communication goes beyond a beautiful message with technical sophistication. Communication creates a resonance between meaning, motivation and the mass market. It develops your corporate culture, company motivation, gives purpose or inspiration to your message and disseminates information.

We recognize that all communication is a journey in the world of ideas. It is a quest for understanding from one mind to a shared mindset - planned and thought through until it becomes a reality in the form of verbal or visual or multi-sense communication.

COMMUNICATION that lands has INTRINSIC VALUE and MEANING.

3 comments:

George said...

"Expertise ensures smooth execution of memorable and meaningful communication."

What if meaning was not really conveyed in the smooth execution of communication but emerging from caring conversations? How would it affect coporate PR and their budget allocation?

Colby said...

This is an interesting platform to open in discussion with clients.

It could possibly change the allocation of advertising budgets from commericals and weight them into creating communities of participation engaged with the brand. We would have to demonstrate a clear path to value for them in terms they would accept. That's where our conversations would have to create meaning communication for all of us!

Jonathan Marks said...

May be we need to add RELEVANT ACCESS to the list - your words from a few month's Colby. Otherwise there is lots of relevant content out there that is not involving the right people.

In my experience, PR and marketing doesn't concentrate enough on trying to understand the emotion associated with the product. Of course it depends on what you're selling. I still find that some of the best Dutch TV commercials play on common emotions...even difficult to sell products like Sperti (to reduce piles) where the TV commercial just filmed people in situations standing up instead of sitting down (like in a sports car).