New Book on 'Relevance': The formula for changing minds and behavior; logic can be overrated

BOSTON, March 11, 2014 /PRNewswire/ -- A new book released today declares 'relevance' as the most important goal of 21^st-century communications initiatives, more important than the superficial metrics of eyeballs, buzz and impressions.

"You invest everything in creating your company, brand, candidacy or cause," said Andrea Coville, author of Relevance: The Power to Change Minds and Behavior and Stay Ahead of the Competition. "You invest significant dollars on marketing and endless hours in brainstorm after brainstorm. Yet can you honestly say you're truly connecting – in a real way – with your customers, constituents or employees?"

"Relevance," Coville writes with Paul Brown, is "the full experience of a product, brand, candidate or cause," an experience that not only changes minds, but changes behavior in a sustained way. That new behavior could be buying a product, casting a vote, donating to a charity or losing weight.

"Relevance" probes the numerous dimensions of the title topic, candidly revealing the strategies that have made Brodeur Partners one of the nation's most innovative communications firms.

"Any serious business person needs to understand this book's message," said Harvard Business School professor and best-selling author Jeffrey F. Rayport.

For 25 years, Coville has employed the principles of 'relevance' in high-performing global communications campaigns for organizations in the business-to-business, consumer products and healthcare markets. Her agency's extensive client roster has included the American Cancer Society (ACS), IBM, MasterCard, Corning, Phillips, RIM (Blackberry), Bio, Vertex, 3M and GE Plastics.

Her recent presentations include the Innovation and Insight Summit, the 23rd Annual Dynamic Women in Business Conference at Harvard Business School and the Wharton School of Management.

Logic is overrated
Coville with Brown argues that too many communications campaigns operate entirely on a logical plane. They fail to invoke deeper levels of meaning – sensory, social and values-based – that prompt a person to act.

"You can't ask anybody to do something if they don't connect with you," writes Coville. "Sure, you can keep raising the volume on what you have to say to the point where someone knows you are trying to communicate with them. But the only way they are going to pay attention is if you can create an emotional connection. What you have to say needs to resonate. It needs to be personal if they are going to consider seriously what you have to say."

Amid myriad examples of how to create this deeper level of meaning, Coville employs a memorable egg metaphor that enables readers to easily recall key 'relevance' principles in any communications situation. Her 'relevance' framework, built on behavioral science, also includes powerful methods for:

• Objectively analyzing what people are saying about a market.
• Architecting more effective communications concepts.
• Testing alternatives scientifically.
• And deploying the chosen tactics against carefully selected targets.

"Marketing has never been more challenging," said Dan Collins, division vice president of corporate communications at Corning Incorporated. "The people you are trying to reach are busier than ever, distracted, and overwhelmed by commercial messages of all kinds. If you can show them what your product or service does is relevant to their lives, they will at least listen to you. This book shows you a new approach to break through all the clutter by being relevant."

To order the book or learn more about 'relevance,' click here: http://relevance.brodeur.com/

About Brodeur Partners
Brodeur Partners is a strategic communications company that helps organizations become and remain relevant in a complicated world. Headquartered in Boston, the company has five U.S. offices and operates in 33 countries globally. It is differentiated by its focus on relevance, behavioral change and ability to bring a discipline-agnostic approach to its non-profit, consumer and business-to-business clients. www.brodeur.com

SOURCE Brodeur Partners