Terrible tone of a truculent Tory
The way Jacob Rees-Mogg uses language is just as important than what he actually says.
Imperfection sells
The pratfall effect makes imperfect brands more appealing. So why don’t marketers use it themselves?
What is tone of voice?
How written tone of voice lets brands communicate consistency, character and value.
The problem with brand purpose
The phrase ‘we believe’ shows how ‘brand purpose’ gets in the way of a sale.
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
If the Labour party splits, how could the moderate element rebrand itself?
Remain’s seven big marketing mistakes
Seven mistakes that stopped Remain’s message about the EU getting through.
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.