Tag Archive for: brand strategy

Retro cassette tape — a story copied from copy to copy loses fidelity with every retelling

Your Brand Narrative Is What Strangers Can Repeat

Before we match a writer to a company, I do something that sounds almost too simple to bill for. I ask three people at that company — usually the founder, the head of sales, and whoever runs marketing — to tell me what the company does and…
Peeling painted wall with torn layers exposing older surfaces beneath

The Copy Brief That Was Really a Brand Strategy Problem

After 20 years placing senior copywriters, here’s how a simple copy brief exposes a brand strategy problem — and what to fix before you brief a writer.
A writer edits a manuscript with a red pen beside a vintage typewriter

The Revision Where Good Work Goes to Die

A writer I'd placed called me a few months ago, a week after wrapping a campaign for a brand most people would be thrilled to work with. I asked how it went. There was a pause — the kind that tells you everything before the words do. "The…

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