Robert Lundahl

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 flux.

But this is also a matter of imagination, and of flexible thinking. It’s the rare corporation. tribe, or non-profit 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 clarity, not stiff and stale narratives tried before. In fact, corporations depend on people and ideas in uncertain times.

We approached this project on several levels.

The clients are multiple countries, on several continents. The ROI is not conventionally limited. The campaign relies on expertise in various disciplines from scientific to policy and social imperatives.

Taking advantage of new technologies in drag and drop HTML 5 sitebuilders like Squarespace, we used simple tools to tell a story. The story is Pure Water, Clean Soil, and Safe Shelter, 3 basic human needs.

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

Having re-created the company mission statement, communicated a new vision–of a series of networked devices and services on common, cloud provisioned, and field deployed TCP-IP networks, the market itself had been re-defined.

It was a customer requirement that 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.
 

 
Since the client is in the Middle East, another message would be presented; 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 we can integrate?

“Working Together We Will Build a Better World for Future Generations.”

This four part message may be dispersed across media.

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

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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