Branding

Posts about defining and promoting brands with words.

Terrible tone of a truculent Tory Terrible tone of a truculent Tory

The way Jacob Rees-Mogg uses language is just as important than what he actually says.

Imperfection sells Imperfection sells

The pratfall effect makes imperfect brands more appealing. So why don’t marketers use it themselves?

Millennials must die Millennials must die

Why do we see millennials as another species? Maybe it’s a compliment…

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.