brand values
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.
An open letter to Sir Richard Branson
Hello Richard, A lot of newspapers this morning are talking about how you’ve bought Northern Rock for a bargain price at the expense of us taxpayers. We’ll grumble to the chancellor about that. But seeing as you (and some private equity suits) have bought it, we hope some good will come of it. Richard, this [...]
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.
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 [...]