Get a good brand story.  Or die.

Get a good brand story. Or die.

  The headline I’ve written for this post may seem slightly overdramatic.  But a great brand story is not a nice-to-have.  It’s an absolutely-must-have.  Because consumers are short of time, overloaded with information and spoilt for choice.  If you don’t...
How to find your brand story and tell it well (not)

How to find your brand story and tell it well (not)

Successful brands tell compelling stories.  And they tell them well.  Most, however, struggle.  Cotswold Outdoor is an example of a brand finding it an uphill slog and losing their way.  If you want to avoid the same mistakes, and create a brand story that has a clear...
What works best – softly, softly or pushy, pushy?

What works best – softly, softly or pushy, pushy?

I’m puzzled.  On the one hand we’re being told that content marketing is the way to win customers and influence people.  Yet on the other we see big brands throwing millions into commercials that take interruption marketing to irritating new extremes.   Who is right?...
Copywriting that gets to the heart of the matter

Copywriting that gets to the heart of the matter

The marketing world has fragmented into numerous specialisms, disciplines and niches. Take copywriting. There’s writing for the web, B2B writing, content writing, direct mail writing, writing long copy, creative copywriting, SEO copywriting, writing case studies,...
We live in desperate times

We live in desperate times

My wife was watching “Bridget Jones’ Diary” last night (which meant I missed Ukraine vs Sweden) and I caught a commercial break with the Richmond Ham commercial. It features a naked farmer eating a ham sandwich in an idealised rural landscape...