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.
Naming things is fun. It’s a science and an art all at once. And we love helping our clients name all sorts of things: products, processes, services, you name it (or rather, we name it).
Naming, Brand & marketing
Companies need to communicate bad news all the time, so it’s surprising they often still get it wrong. Learn the science behind delivering difficult messages.
When it comes to AI models like Chat-GPT and its language-learning brethren, we’ve found one thing to be strikingly clear: you get what you give. Which means that prompt design – or what you say to Large Language Models
We talk about the language of inclusivity for a living. Time to walk the walk. This year, we audited The Writer's website to see how it measured up to our own stringent standards for DEI.
We’ll let you into a grubby secret: this blog isn’t the work of one writer. No solitary genius sits down to hammer out our listicles. Even this post is a collaboration.
Devices with ten tabs open. Inboxes spammed with abandoned checkout emails. Life admin lists with tasks outstanding. Sound familiar? We’d bet words are 50% to blame.
Jargon. You know we hate the stuff. Linguists prefer the term ‘occupational dialect’. And depending on the context, it may actually be useful. Let’s see what we mean.
Next time you sit down to write some copy, tell yourself: ‘I am a poet of packaging’. And take three lessons from masters of verse.
How you talk about environmental matters
The psychology of storytelling
Brand & marketing
What do pancakes and naming have to do with one another? Dig in and find out.
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
I write this from under the blast of aggressive air con in a co-working space in Singapore, looking out at a line of skyscrapers that curtain off the bay. That’s not a flex
Training, Learning & development
92% of companies know they need to be doing more to support their people’s mental health. One way to do that is to pay attention to your words in the workplace. And to use language – writing in particular – to boost wellbeing while you’re at it. Here’s how…
Writing, Learning & development
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.
A name is the biggest building block in the story you tell about your brand. So Meta – the revamped Facebook parent brand – is a name with a lot on its shiny, augmented reality shoulders. And it can tell us something about the challenge posed by parent brands in general.
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