By We All Need Words on December 9, 2011
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.
Posted in Strategy, Writing | Tagged Apple, big idea, brand, brand essence, brand idea, brand slop, brand values, brands, crystal mark, gobbledegook awards, HR, Human Resources, Jim Collins, MBA, Peter Drucker, plain english, Plain English Campaign, Plain English Day, Steve Jobs, Strategy
By We All Need Words on April 12, 2010
Posted in Strategy, What's different about you | Tagged brand diagrams, brand essence, brand promise, brand slop, brand strategy, brand values, brand wheel, branding, communcation, insights, marketing, reason to believe, Strategy
By We All Need Words on February 1, 2010
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 [...]
Posted in How To..., What's different about you | Tagged big idea, brand, brand essence, brand idea, brand values, branding, brands, usp
