You definitely need to read Scott McCoud's book "Understanding Comics." Scott is a famous cartoonist, who wrote his first book about comics before the web and during the height of the comics’ craze of the 1990's. New styles of graphic novels were being developed in the 80's and 90's and there was a booming market for graphic novels. I read Scott's seminal book while working at Portent Interactive, an interactive agency in Seattle, Washington. The President of Portent and I were thinking a lot about the value of brand and the design of web sites when we both read Scott's book. Rather than using prose, Scott wrote the book in graphic textbook style. Scott used comic panels to describe the tenets of comics. I think the book's description of how to develop good comics is useful to any creative or project manager.
After reading Scott's book I immediately thought about the poor results I had produced from some business sales letters I had sent over the years. What if instead of using prose, a customer read a business comic with real cartoon panels when they opened your letter? I think that customers would at least read the entire business comic letter, whether the product or service is sold is another matter. I even hired a cartoonist, and we sold a web-based comic to a bridesmaid and prom dress manufacturer called Dessy. But as yet I have not developed a business comic letter. Let me know if you have ever used this technique and its success.
PS. Those readers of the Puget Sound Business Journal may remember the City of Tacoma's regular comic panels promoting a move from Seattle to Tacoma. I think it’s a very effective campaign