Brochures and Case Studies

I’ve noticed a recent resurgence of interest in paper corporate brochures. Of course, digital is king these days in terms of discoverability and changeability but paper has several advantages of its own. People can flick through easily; they like the tactile sense of the paper in their hands and they can write on brochures with pens and flag insightful content with post-its or folded corners. But above all else, brochures can sit there on a table in full view for weeks on end. Eventually, someone will pick it up
and spend 10 minutes downtime reading through. So what story do you want your corporate brochure to tell?

I have to be honest and say that it’s been a long time since I’ve written case studies and maybe there is someone out there who would like to change that. What I will say is that I have rarely seen an excellent case study in my entire career. So, if we can agree with Seth Godin that marketing is no longer about what we make but the stories we tell, there has to be great room for improvement in how companies write up their case studies. Let’s get to the real meat not just about what was done but also why it was done and how this was different and what disruptive change this led to. In short, let’s rewrite the rules for case studies!