Branding

Posts about defining and promoting brands with words.

What is tone of voice? What is tone of voice?

How written tone of voice lets brands communicate consistency, character and value.

The problem with brand purpose The problem with brand purpose

The phrase ‘we believe’ shows how ‘brand purpose’ gets in the way of a sale.

Brands, be yourself Brands, be yourself

A supermarket tagline that’s out of step with the promise of the brand name.

Butlin’s copywriting review Butlin’s copywriting review

A copywriting tour round the holiday park at Butlin’s Skegness.

How to market to Generation X How to market to Generation X

Enough about millennials already. Here’s some advice on reaching those of my generation.

A new brand for moderate Labour A new brand for moderate Labour

If the Labour party splits, how could the moderate element rebrand itself?

Remain’s seven big marketing mistakes Remain’s seven big marketing mistakes

Seven mistakes that stopped Remain’s message about the EU getting through.

The danger of simple ideas The danger of simple ideas

Marketers love to keep it simple, but is that always the right approach?

Just what are the John Lewis Christmas ads? Just what are the John Lewis Christmas ads?

A look at the 2015 John Lewis Christmas ad and how the creative strategy behind the ads has developed over the years.