Your copy is camouflage
If your copy is driven by category conventions, it’s more than likely that your copy is camouflage.
If your copy is driven by category conventions, it’s more than likely that your copy is camouflage.
The root meaning of garbled is sifted or sieved. On that basis every message is garbled and brand strategy is a coping mechanism.
You lose fidelity between what you say about your brand & what your customers feel about it. Brand infidelity. Brand strategy is how you cope.
Third person biographies are incongruously formal. A first person bio is you in your words, authentic, approachable, and charismatic.
It’s no bad thing for a business to have a chip on its shoulder. It puts fire in the belly of the brand. For brand strategy, it’s good to go fishing for chips.
A brand is a strategy. It should be a framework for making important choices. And not just the obvious ones about what to say and how to say it.
Brand values should be specific and strategic. “My values, three ways” shows how to do this using me as a case study.
A coherent pitch is much more attractive to clients than an extraordinary but unbridled creative idea. Making sense out of ambiguity.
Inside every stakeholder there’s a spanner-chucker straining to get out. Use a Spanner Amnesty to imagine disaster and flush it out up front.
“I’m not taking your stupid test.” Umwelt describes what matters to a particular being. Appreciating Umwelt leads to better tests and better questions.