big idea
Jargon isn’t the problem and ‘Plain English’ isn’t the answer.
Every year the Plain English Campaign gives out gobbledegook awards to the worst examples of incomprehensible writing at work. But most writing problems in an organisation can’t be solved with a Plain English crystal mark.
How to sum up your brand in a line
How to describe your brand in a few words. How to make it really, properly, actually different. How to sell it in.
The whatever-you-want-it-to-be society
The Big Society isn’t an idea, it’s a bunch of thoughts lumped together under one woolly label. It’s supposed to be simple and easy to ‘get’, but it’s just confusing. And it’s the kind of mistake strategists and consultants make all the time.
Ah, now we get it.
Take a brand, an ‘insight’, some half-baked positioning and a crowbar. Put them together and what happens? This…
Ten branding clichés
‘I know everyone says this but…’ Here are ten things we’ve heard brands say umpteen times. (And a bit of advice at the end to help to you say something that’ll make people sit up and listen.)
How to say what’s different about you
How to find what makes you different. How to explain it so that everyone gets it. And remembers it. How to do this without all the usual branding bluff. This is what brand consultancies call your ‘brand essence’ or ‘big idea’. Whatever you call it, we’ve explained the steps to writing down why you’re different [...]