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I’ve written a couple of posts about brand anthems over the past year, basically explaining why they’re so awesome and encouraging every company to make one.

We definitely hit a nerve with this idea.

I didn’t come up with it, but I did see tremendous value in it for our clients. We’ve pitched it numerous times and it almost always elicits the same response: “We didn’t know what it was called, but THAT’S WHAT WE NEED!”

The challenge, however, is that often it’s very unclear where to even start. So I listen. And listen, and listen, and listen. We work so hard to uncover the story our clients want to share with the world and then distill it down to its core.

Every brand has something to say, but most of the time it’s very difficult to articulate. Why? Because it’s full of nuances and intangible feelings and attitudes.

When we get it right, it’s amazing to see how the words we write for a script actually begin shaping the message of an entire organization.

Case in point: Simmons Foods “Never Stop Building”

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Simmons is a great company run by wonderful people. With nearly 6,000 employees and $1.4 billion in sales, they must be doing a lot of things right. However, when I first met with them, they had difficulty articulating what makes Simmons a great place to work. Most employees at Simmons would agree it’s a great company, but the language people used to describe it was all over the board.

I just listened. And listened, and listened, and listened.

What began to crystalize was this desire for Simmons to always be growing, always pushing forward, day in and day out. So, we wrote a concept and script titled “Never Stop Building.” They loved it. It’s so rewarding to hear the words we wrote become part of who they are.

Here is the final piece:

Written by Bryson Moore