Striking the Right Balance

Intellectually I know Spring is coming but looking at the dirty heaps of snow here in NY, I just can't buy it. At Emanate we'd say, Mother Nature's critical IQ:EQ balance is off.

As communications pros develop plans for their companies, products or services, crafting a strategy and story that strike the right balance between intelligent, rational information and the emotional or 'warm and fuzzy' is a challenge. The perfect ratio is different for every sector and every category. And the right ratio today may not be the right one for next week based on ever-changing world events, economic reports, seasonality and competitor activity.

We've all seen the company that spends too much effort communicating CSR while forgetting to drive home what their business does better than any other. How about the brand that creates a wildly popular social media campaign that doesn't link to what the brand actually stands for? Or, the company that touts its business performance but fails to connect with is customers on a personal, emotional level. Too much of either IQ or EQ and it's overkill, wasted marketing dollars. Too little of one or the other and it's an opportunity missed.

We're focused on helping companies and brands with simple methodologies that identify the right IQ:EQ because we know that the right balance creates spend efficiencies and bottom-line results.
Back to Mother Nature -- if you want me to buy into Spring's approach you're going to have to show me more. Throw us a warm day or two or a few green shoots peeking through the snow and I'll be sold.


Kim Sample