Guessing is not a strategy: How to build decision velocity with AI and real-time data
June 10, 2026 | Live Webinar
Got Brand?
Tom's latest eBook has been released on Amazon: "The 7 Myths of IT Integrations". Tom is also a Program Director for a large Midwest corporation and has been an adjunct faculty member at Walsh College. He has managed global web initiatives, data center moves and large multi-million dollar programs.
It could be that every project you have ever deployed has been like cold water to a hot, dusty group of people in the desert--thirsty masses waiting with parched breath for the cool refreshment of your project’s success.
However, if you are like the most of the rest of us, your target audience can sometimes be less than enthusiastic about the change--any change--in either technology or business process that your project represents. If left to their own devices, uninformed, uninspired and unloved users can either turn into one tough audience or your worst enemy.
Yes, you can communicate with them more than you probably have been doing. Project communications, though, tend to be pretty factual and by the book, but have you ever thought about taking a slightly different approach?
If your project is going to impact a large number of people, unleashes a significant technological leap forward or is simply going to shake up the entire organization, then you might want to steal a page from the marketing department and institute a branding campaign. Branding could be the key ingredient you need for a successful launch--but to be effective, branding has to accomplish three things: make it memorable, make it real and build anticipation for your project’s release.
Make it Memorable (or, “The Art of the Brand”)
Branding is the …
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"Talk low, talk slow, and don't say too much." - John Wayne |