A quick guide to better corporate copywriting

The mother, and father of all copywriting rules: every sentence you write must make your reader want to read the next sentence you write. It’s that simple. And it’s that difficult. And the magic is always in the line....

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Can I have that as a jpg? A simple guide on file formats for marketing professionals.

Every graphic, every logo, every image we shoot, design, produce and apply online or printed, is an image file. And every image file will be a particular file format, each optimised for a specific use. Get it right and the job is picture perfect, get it wrong and you get fuzzy all over, handed a giant download or an unsightly box with a cross in it at the bottom of your email. 

So, bear with us, its not too long and its not too technical but what follows might just help the next time the press need a mugshot of the chairman, the exhibition centre need a logo fast or you’ve added a tiff from your photographer to your website and the whole things ground to a halt.

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A mini blog on colour

... you may not be aware of it but your brain will acknowledge and associate sense and emotion to the green-ness of the grass, the blue-ness of the sky, the darkness of the night and the red-ness of the traffic light that instantly tells us to stop...

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Lets talk values.

For many organisations, bringing alive their values is a challenge unmet. Often senior management espouse the values, don’t practise them, but expect them of others. However when values are in the strategic plan or on the back of business cards, expectations are raised that these values will be demonstrated. 

And when they are not, cynicism abounds and we all look at 'what really happens around here'....

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Six Key Themes of Branding in the Digital Age

Lets start with some key dates In January 1977, The first successfully mass marketed personal computer, the Commodore PET was introduced to the world. In the same year, the Apple II (usually referred to as the "Apple") was also introduced and the digital age, also known as the information age, as we know it began. On 6 March 1983, Motorola launched the DynaTAC mobile phone the first commercial mobile phone and on 6 August 1991, the World Wide Web went live to the world and on 30 April 1993 CERN put the World Wide Web software in the public domain.

And I think its fair to say the world hasn’t been the same since.

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The changing face of marketing communication

For the last few hundred years we have been mass producing products and services, campaigns and careers. In the new world we are increasingly on our own. We can choose what we want to do, what to believe, what to think, for ourselves. Now is the era of mass individualism. Billions of people with millions of choices, and with the freedom, technology and means to make them.

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