When we work with start-ups, we close Word and PowerPoint and begin where they need our words-and-thinking combo the most: the front page of their website. So we sum up what they’re about in a wireframe, not a Word doc (it forces you to write in a different way), and play with how we can pitch […]
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ELDERBROOK: THE NOT SQUASH
Gluten-free, sugar-free, dairy-free, fun-free, free-free… It’s all healthy this and deliciously that at the moment. So what’s a new drinks brand to do to get heard above all the noise, when the cold-pressed brigade are doing a healthier-than-thou thing and even the big sugary drinks brands are singing about joy, happiness, health and ‘choice’?
The Turing Test for brands
In 1950, computer scientist Alan Turing came up with a test for artificial intelligence; what became known as The Turing Test. Could people tell if a machine or a person was ‘talking’ to them? If a computer could fool someone into thinking there was a person in charge, it passed the test. We’ve ctrl-alt-deleted the […]
Apologise unreservedly seems to be the hardest word(s)
Oh dear. Diageo have got themselves in a bit of bother with small brewers BrewDog. You only need to look at Diageo’s apology to see how they got into trouble in the first place (and why BrewDog deserve to win more awards than them). Diageo’s at-arm’s-length statement vs… A Diageo spokesperson: “There was a serious […]
Tone of what?
Cooking up a tone of voice (and a side of tips)
Here’s how a recipe for ‘My Epic BBQ Sauce’ starts: ‘I really love this barbecue sauce. There are loads of layers of flavours that make it truly insane.’ Who wrote it? Here are a couple more tasters, this time from the chef’s restaurant menus: ‘Our tasty Cornish field mushrooms and our whopping great beef tomatoes.’ […]