But here I go anyway. Dear Sam Adams: I hate your new bar glass.
It’s not really “new” new, I know. But I waited a couple months, just to see if it would grow on me. But no luck, I’m afraid.
Rather than enhancing your beer in five ways, you’ve given me five reasons to order a different brew: Your new glass doesn’t feel right in my hand; it sits “top heavy” on a bar; the shape is too fussy; it doesn’t look like a full pint; the beaker-thin glass belongs in a lab, not a pub.
What does any of this have to do with strategic communications? Actually, everything. The message you intend to communicate isn’t always the message received. Communication only happens inside of your audience’s mind.