Robert Lundahl

Futurist — Emmy Award winning Filmmaker, Journalist, Writer — Technology, Culture, Environment

It’s probably more true than not that from a certain perspective, creating a Re-Brand, and/or launching campaigns requires an inordinate amount of time in the advance stages of group decision making, vendor relations, and creative development. It takes so much time, in fact, and demands uniqueness and vision to such a degree that many attempts fall short.

That is one simple reason why Corporate Communications, Marketing, and PR are in despair, and why advertising works only with Mega-Budgets and support at the top.

But this is more a matter of a failure of imagination, and of inflexible thinking than anything intrinsic. It’s the rare corporation that can think, and act, and run, on its feet, in real time, and why systems-building and automated marketing get press.

So it’s imperative to flip that switch, upend the assumptions, revisit basic truths, and go forward with heart and passion, not stiff and stale narratives tried before. In fact, corporations depend on people and ideas in uncertain times. That’s why this post seeks to enlighten about what a wise person once said, “having a good idea is not simply no longer having a bad idea.”

How about this for a “design assignment…”

The clients are multiple countries, on several continents. The ROI is in the billions. The campaign relies on expertise in various disciplines from the scientific to policy and social imperatives. The time frame is short, in fact it is now.

What would you do?. Taking advantage of new technologies in drag and drop HTML 5 sitebuilders like Squarespace, we used these simple tools to tell a story, no more no less. The story is Pure Water, Clean Soil, and Safe Shelter, 3 basic human needs.

In order to be seen and vetted on internationally, we re-visited technology underpinnings and re-framed the company’s capabilities as *IoW Internet of Water.

Having re-created the company, as deploying a series of networked devices and services on common, cloud provisioned, and field deployed TCP-IP networks, it goes without saying that as a result, the market itself had been re-defined.

It was a requirement the mission statement be visual, to be instantly “readable” no matter the language.

The three part structure tells about the basic relationships. The top level message defines IoW.

The mid level message defines technical structure and how it works.

The third level message defines key products and locations for implementation.

Another message needed to be decided upon. It would be the message for people. It would be specifically developed for PowerPoint (pitch) and would apply equally to multiple countries and problems.

That message is the value proposition. Why separate when you can integrate? “Working Together We Will Build a Better World for Future Generations.” Why use one language when we need more than one?

This four part message may be dispersed across media.

Review processes had determined parameters for testing, available components, and opportunities.

Let the big picture speak for itself, keep the message consistent, and support that message with cognitive and emotional visual media.

Robert lundahl can be reached at Robert Lundahl & Associates may be found on Facebook at, and on the web at

About the author

RLA is a global PR and marketing communications agency started by Emmy® Award winning Producer/Director/Writer, Robert Lundahl.

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