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Do brand guidelines kill creativity?
If you’re ever really bored, bind your legs together with tape and try running around. You’ll feel like a copywriter trying to work with a typical set of brand guidelines – if the ones I’ve come across...
View ArticleWhen copywriters are “too clever”
Have you ever experienced this: The other day I saw a very funny commercial. It was well shot. The casting was excellent....
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Is Groupon’s copy driving its multi-billion dollar success?
According to Mashable, Groupon are preparing for an initial public offering that would value the deal-of-the-day website at $15–$20 billion. It was only last December when Google tried to buy Groupon...
View ArticleMINI – now that’s a desirable brand
I was walking down the street when I saw a little boy point excitedly. “Look Mum!” he shouted, “a MINI!” It made me think: Would a kid shout “Hey Mum – a Mondeo!” or “Wow – a Vauxhall!”? Not likely, I...
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Do you really need an endline?
Whatever happened to the advertising slogan? It hasn’t disappeared; you still see endlines under quite a few logos. McDonalds still says “I’m lovin’ it”. Barack Obama used “Change you can believe in”...
View ArticleChoosing a name for your brand
A long time ago a businessman came to me for advice. He was starting a men’s clothing store and wanted to know what to call it. I asked him his surname. “George.” “That’s a great name,” I said....
View ArticleHow to be more original with less
Black Sabbath guitarist Tony Iommi doesn’t have 10 fingers. He lost the ends of two of them in an accident. Since then he’s had to play in an unusual style, which has helped give his band its...
View ArticleWhy can’t B2B be more like B2C?
Think of a consumer ad campaign, current or past, that you like or maybe even love. Easy, isn’t it? Now think of a business-to-business one you have similar positive feelings about. That’s harder,...
View ArticleDo brand guidelines kill creativity?
If you’re ever really bored, bind your legs together with tape and try running around. You’ll feel like a copywriter trying to work with a typical set of brand guidelines – if the ones I’ve come across...
View ArticleWhen copywriters are “too clever”
Have you ever experienced this: The other day I saw a very funny commercial. It was well shot. The casting was excellent....
View ArticleIs Groupon’s copy driving its multi-billion dollar success?
According to Mashable, Groupon are preparing for an initial public offering that would value the deal-of-the-day website at $15–$20 billion. It was only last December when Google tried to buy Groupon...
View ArticleMINI – now that’s a desirable brand
I was walking down the street when I saw a little boy point excitedly. “Look Mum!” he shouted, “a MINI!” It made me think: Would a kid shout “Hey Mum – a Mondeo!” or “Wow – a Vauxhall!”? Not likely, I...
View ArticleDo you really need an endline?
Whatever happened to the advertising slogan? It hasn’t disappeared; you still see endlines under quite a few logos. McDonalds still says “I’m lovin’ it”. Barack Obama used “Change you can believe in”...
View ArticleChoosing a name for your brand
A long time ago a businessman came to me for advice. He was starting a men’s clothing store and wanted to know what to call it. I asked him his surname. “George.” “That’s a great name,” I said....
View ArticleHow to be more original with less
Black Sabbath guitarist Tony Iommi doesn’t have 10 fingers. He lost the ends of two of them in an accident. Since then he’s had to play in an unusual style, which has helped give his band its...
View ArticleWhy can’t B2B be more like B2C?
Think of a consumer ad campaign, current or past, that you like or maybe even love. Easy, isn’t it? Now think of a business-to-business one you have similar positive feelings about. That’s harder,...
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