2020 - September
How to write a corporate image brochure people will truly want to read
by Philip Yaffe
Each "Communication Corner" essay is self-contained; however, they build on each other. For best results, before reading this essay and doing the exercise, go to the first essay "How an Ugly Duckling Became a Swan," then read each succeeding essay.
Most companies and organizations of any size produce and distribute glossy brochures to enhance their image. Most such publications are largely a waste because they are seldom read, even by employees and members of these companies and organizations. But it doesn't have to be that way. Here is an approach to help ensure that such image brochures are actually worth the time and money expended on them.