brand personality

number 7
NAMING #7: BE POETIC A hundred years ago companies generally named themselves after their...
We all put on our work personality in the way we put on our work togs. But does it match our...
Kulula plane
We’ve all flown with budget airlines. We all gripe about them too. Cheap and sometimes not so...
True to who I am
How do you reflect a brand’s personality (when you’re not sure what it is)? A while back I was...
Air BP
Air BP brand strategy and tone of voice
Ronseal
How should it sound on the tin? Ronseal does exactly what it says on the tin. Even David...

tone of voice

scams, spam and tone of voice
How copywriting gives away the e-cheats. We all get them. They squeeze through our spam filters...
Aviva
The way they were… When Norwich Union changed its name to Aviva, the insurance industry was...
Haven
The background Picture the Haven customer. Poring through the brochure in the middle of...
Tone of voice
Imagine your brand is a cake and your writing’s the icing. However gorgeous that icing is, the...
Cadbury
Translating your above-the-line strategy to pack copy isn’t always easy. That’s why Cadbury...
brand language tone of voice
I’ve been seeing TV ads recently that are targeted at people who want to quickly build their...

copywriting

Words that sell
If it’s not selling, it’s not copy. Writers should make friends with their readers. Punctuation...
Haven
The background Picture the Haven customer. Poring through the brochure in the middle of...
Starting with a new writer is like a first date. Sweaty palms. Awkward silences. And no one’s...
terms and conditions
Dull, dense terms and conditions written in complicated legalese have to change. Here’s why....
Morrisons
Copy shop We try not to write cheesy copy – but cheese copy we can do. And it’s what we did do...
4 steps to better writing
In our last post we looked at some of the pitfalls of writing to win attention. Now that we...

training

Aviva
The way they were… When Norwich Union changed its name to Aviva, the insurance industry was...
It’s a bit like football. Most of us can kick a ball about a bit, even though we can’t all do...
E.ON
Getting a call from someone who’s heard good things about you is a great way to start a working...
Legal & General
Legal & General had a problem – they had a shiny new tone of voice but no one was using it....
3 questions
Make sure you get the greatest impact from your training investment by asking a few questions...
Helping tone stick
Why tone of voice doesn’t always take hold Let’s start with the good. When tone of voice works,...