Hot off the press: our thoughts on what's happening in the world of brand language and business writing. Warning: may contain the occasional rant.
The psychology of storytelling
Brand & marketing
Green hushing could cause companies more harm than good. 82% of shoppers want a brand’s values to align with their own. And they vote with their wallets. Three out of four say they’ve ditched a brand over a matter of principle. It follows that, if you’ve got principles, you should voice them.
Writing, Brand & marketing, Customer experience
In November 2022, the Government of the Arab Republic of Egypt will host COP27. On the agenda? Getting past negotiations and taking action. No doubt participants (and spectators) remember how COP26 stalled and overran as governments picked apart the difference between phasing out and phasing down.
Consulting, Brand & marketing
It’s not just another event on the content calendar. It’s a chance to show readers that your brand is socially conscious and authentic. Here's how.
Writing, Brand & marketing
It’s happy days for job candidates. Unemployment levels in the UK and US are at record lows. Over two-thirds of businesses globally are facing a talent shortage. Almost half are intending to increase advertising for their job vacancies. The pickings are rich.
We’ve talked before about how two brains are better than one. But even 20 great brains won’t make anything exceptional if they’re all wired the same way. What you need in your team is the perspectives and skills of all kinds of minds — a bubbling pool of neurodiverse talent.
Two trends are changing the way readers think – and what they expect from brands. To keep up, you’ll have to learn how to write for an audience with a strong social conscience and a short attention span. Here’s how to make a start.
Our tips for creating an authentic brand message, plus a quick guide to what brand messaging houses, brand purpose and value propositions are all about.
Business or academic jargon can create a language barrier. We share 5 ways you can make your writing clearer and reach a wider audience. Have a read.
Why readability means drawing in – The Writer Did you know? The more readable your writing, the more people you’re likely to reach with it. See why readability and inclusive language go hand-in-hand.
When it comes to inclusive language, it’s not the thought that counts. Even if you have the very best intentions, your words still have the power to offend.
Consulting, Learning & development
Google’s Year in Search 2020 video is all about asking ‘why’. From ‘why is it called covid-19’ to ‘why are people protesting’ to ‘why is Mars red’. (Be warned, it’s an emotional watch.)
Writing, Learning & development
More than any other type of comms, emails run the risk of coming across the wrong way. And when it comes to communicating about coronavirus, the particular words we choose matter more than ever.
We’ll keep this brief. Firstly because other writers, Tweeters and politicians have already noted it, and secondly because we’ve covered this topic before. (It’s kind of our thing.) But one last time: if you want someone to do something, please make it clear.
Here’s my theory: In life, things can be one-beat, two-beat or three-beat funny. And you have to pick the right number of beats for your message, audience, and how long you have their attention for.
When Dominic Cummings, chief aide to the Prime Minister, posted job ads on his blog recently, it caused quite a stir.
Chances are you might be eyeing up a smart speaker in the Black Friday sales. YouGov have said one in ten people now have a speaker like Amazon Echo or Google Home in their pad, up from one in 20 last year.
Consulting, Training, Customer experience
Doctors and the healthcare industry have unique problems with the way they communicate. Medical terms and words can feel like a foreign language. (Sometimes what’s written literally is, with Latin origins that aren’t generally in use.)
Writing, Training, Customer experience
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