brand
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.
Edit
Sales are down. Research shows you’re squeezed on all sides. It’s getting harder to pigeonhole your customers into a neat ABC1234 PowerPoint. Meanwhile, brighter, smaller, more nimble companies are snapping at your heels and stealing your thunder. So what do you do? Outwit your competitors and start developing newer, shinier products? Or do you edit?
What we did for PizzaExpress
In October we wrote the words for PizzaExpress’s ‘restaurant of the future’ in Richmond. And now the words are appearing in restaurants all over the place. Here’s what’s coming your way…
‘The foodie’s answer to the promotional golf ball’
That’s Naomi Matthews’ thinking behind this tea towel for her clients. It’s also a taster of the brand we’ve been working on for her new food company, Bread & Butter.
Ah, now we get it.
Take a brand, an ‘insight’, some half-baked positioning and a crowbar. Put them together and what happens? This…
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 [...]
