If you didn’t attend the 2008 Regional HobNob you really missed out. I’ve attended this event a couple of times over the past few years but what an amazing job the Orlando Regional Chamber of Commerce and the Central Florida Hotel & Lodging Association with this year’s program. The SeaWorld Orlando venue really allowed for the crowd to interact, network and discuss a little politics.

Throughout the years our methods of business communication have evolved from the Pony Express, USPS, FedEx, facsimile, email, instant messaging and now even texting. This evolution of technology and the increased popularity of mobile digital devices bring with it a serious design question of “what contact information belongs on a business card?”

Today Mike Brown and I attended the Orlando Business Journal’s Florida Economic Update event down at the Hyatt Regency Orlando International Airport. The event’s title was “Recession, Recovery or Business as Usual?” The speakers were amazing, their topics were relevant and the event was phenomenal.

For a brand to be successful, it must differentiate itself from the competition in the mind of consumers. This difference must be on a point that members of the target market care about because it’s relevant to their needs (on the physical and/or emotional level) and, just as importantly, it must be easy for them to understand. Not dumbed-down, but clearly presented in a manner that is as relevant as the point of difference itself.

“People pay a premium for a story, every time.” – Seth Godwin

We live in a visual world in which images convey information and stir emotion. Their ability to engage, entertain, inspire and unite provides powerful design opportunities for building a compelling brand identity. However, even the most high-impact image needs the context of a brand story to successfully deliver the brand’s message to its target market. Creating that story and consistently telling it across all channels is the copywriter’s job.