Explaining something is a fine art, especially for a corporate body. Such ‘explaining’ has to be:
- Succinct, lucid and clear.
- Capable of promoting brand awareness, albeit, in a non-‘salesy’ manner.
- Interesting – even if it is a long explanation and
- Non-condescending too, especially when talking to customers.
If that sounds like a big ask, then take heart from the fact…