Congratulations on your blog. Really enjoyed your first story. Such a common dilemma – how to communicate an evergreen benefit in a new, compelling way. I know there are people who believe a single-minded proposition is out-of-date given the proliferation of social media and channels in general. But actually, this fragmentation only increases and underscores the need to be ruthless in understanding the one relevant idea one’s brand will stand for across every touchpoint. So hat’s off to you for starting your blog at the starting point for brand communication. I look forward to more!
single-minded proposition 
Congratulations on your blog. Really enjoyed your first story. Such a common dilemma – how to communicate an evergreen benefit in a new, compelling way. I know there are people who believe a single-minded proposition is out-of-date given the proliferation of social media and channels in general. But actually, this fragmentation only increases and underscores the need to be ruthless in understanding the one relevant idea one’s brand will stand for across every touchpoint. So hat’s off to you for starting your blog at the starting point for brand communication. I look forward to more!
Thanks Claire! You taught me everything I know about advertising and brand strategy.