We have heard it said that the medium is the message over and over again.  But, Brand expert Jaci Russo thinks that the medium is only part of the picture.  She stopped by the Afternoon Drive Home and talked about how the message can make a ton of difference when you have it saying something that matters.

Russo mentioned that there are those that advertise how great they are without backing it up and that is something you just can't do.  She said,

You can not tell consumers how great you are without anything to back that up, because why should they trust you?  How have you built up any sort of confidence with them?  How are you separating yourself from the clutter and telling me how this helps me?

Russo says that you need to connect with people in the area where they are and speak the language that they speak.  She said,

It is about changing the conversation and using the tools of language to better communicate with people.

You can listen to the entire conversation with Jaci Russo below and you can see the video that she talked about at her blog post.