A few years ago, in discussing the merit and appropriateness of a branding concept we were presenting, a client said something that has stayed with me since: "It doesn't have to be a big idea, it just has to be the right idea." He couldn't have been more, well, right. And that client's astute observation is even truer today than it was back then.

In these economic times, it's important to work not only harder, but smarter. That's why we offer "Right. Smart. Communications." Because it's more critical than ever that your marketing communications dollars are spent wisely.

You've probably heard the famous quotation from turn-of-the-century marketing pioneer John Wanamaker: "Half the money I spend on advertising is wasted; the trouble is I don't know which half." Well, that might have been acceptable then, but not in this century. That makes advertising sound like throwing a bunch of mud against the wall and hoping some of it will stick. And, frankly, these days that's a luxury advertisers can't afford.

It's true that marketing remains more art than science. After all, it's about peering inside people's minds and discerning what words and images will attract their attention and inspire them to action. And, at Perdue Creative, we use three things to help ensure the desired results:

Analysis. Authenticity. Alignment.

We gain as much insight as possible — about you, your organization, your product or service; about your customer or prospect; about the market and environment in which the customer experience occurs. We craft messages that are authentic — real, honest and uncontrived — based on a truth you can live up to and that resonates with your audience. And we align those messages with your business objectives, corporate culture,  brand positioning and target market to further maximize your chances for success.

We call what we do "right smart communications" because, first and foremost, we begin with the "right" message — one that not only defines who you are, but also who you aspire to be. Then we craft "smart" deliverables — designed to accentuate the message, reach your target audience and elicit a response.

So, whether you're in need of brand awareness, cause marketing, an updated website or a sustainability report, don't ask, "What's the big idea?" Ask this instead: Is it right? Is it smart?

A colleague recently described someone she had just started working with as “really nice” and it struck me that, in business, we tend to judge less on personality than on skill sets or position. Yet, what makes my best working relationships effective usually boils down to personality. When things get tough, business gets hard, deadlines disappear and budgets fall apart, it’s the “nice” people who come together to iron out the problems, solve the dilemmas and get the job done. I’m just as guilty as the next guy when it comes to letting anger, frustration or fear rule my behavior, but I’ve noticed that when I do, the results aren’t so great. I am fortunate that most of the people I work with consider being “nice” an important part of doing business. As for those who aren’t — I’d just as soon move on. And when I fail to live up to this, feel free to call me on it. This world is going to function a lot more justly and efficiently when we all start smiling on our brothers. (Hint hint BP!)