MIKE SANCHEZ with Information Arts, Inc.
Writer/Editor for Brand, Marketing & Employee Communications

Positioning/messaging

   Negotiating stakeholder expectations

   Understanding competitive environments

   Identifying customer care-abouts

   Articulating product differentiation, features/benefits

   Determining success metrics/communication                           goals+objectives

   Leveraging the marcom infrastructure

   Aligning integration points

   Developing creative tactics for:

     media

     positioning

     messaging

     communication vehicles

   Socialization with stakeholders

 

Brand architecture/naming

   Understanding current portfolio/hierarchical                               relationships between master brand/sub-brands

   Articulating product family positioning/competition

   Executing creative development/naming

   Leveraging US Patent & Trademark Office process

   Socialization with stakeholders

 

Brand development (foundational positioning)

   Conducting internal audit

   Articulating positioning

   Vetting mission, values, beliefs

   Articulating messaging

 

Brand management (ongoing maintenance)

   Organize resources

   Construct operation and processes

   Integrate with business operations

   Determine service levels for content creation

   Establish brand metrics

 

Brand Governance (alignment of content/assets)

   Develop brand guidelines

   Administer brand guidelines

   Determine key touchpoints for alignment

   Train and develop brand evangelists

   Audit, analyze, and test creative content for brand                 alignment and quality standards

 

Content creation

   Write and edit simple, concise content that supports           the brand voice and tone for customers, partners and       employees

   Ideate and collaborate with creative talent across                 relevant marketing communications functions and             media to convey a consistent brand language

 

Employer Brand Alignment

   Integrate with internal/employee/HR communications       to support and reinforce company culture

   Articulate employee value proposition

   Conduct research to understand employee journey             and discover actionable insights

   Create content to improve recruitment, engagement,       and retention

   Conduct workshops on design thinking to solve                   problems and build a culture of innovation and                   empathy