Could you imagine laboring over a piece of copy the way old-timers like Howard Gossage did? And if you did, what would your current clients do to it after you sent a draft to them? Thanks to these internet tubes, people everywhere are writing, all the time. Or at least, they’re typing. Has all this [...]
We’re both in the brand identity game. So, let’s put our heads together on this. The Internet needs an identity refresh. Please understand that this is #probono work, since there is no real client and no one to bill. We all own the Internet, right? It’s a community garden and thus our undertaking to improve [...]
Naming is tough. You end up with one word out of the hundreds or thousands of possibilities on the wall. And if a committee had anything to do with it, the one word chosen is likely to be stupid, or at best uninspired. Such is the case with this new made up word: Mondelez. According [...]
Copywriters labor for years hoping something good will happen. By something good, I mean the crafting of a line like “Where’s the beef?” or “Plop plop fizz fizz oh what a relief it is.” Copywriters want their line to become part of the cultural vernacular because no industry award can match that level of impact. [...]
Popcorn Chicken. Now there’s an invention. “Our cooks don’t make nuggets, they make Popcorn Chicken. Real 100% off the bone premium breast meat.” Does KFC really have the credibility needed to make a quality claim?