C. Black ContentHow not to name your brand.Steve Jobs named Apple Apple because he was on a fruitarian diet. He came back from a retreat and thought it sounded “fun, spirited and…Oct 14, 2019Oct 14, 2019
C. Black ContentLuke Perry and the beauty of deepness.Once upon a time, in a decade called the ’90s, you were either hot or deep. Rarely both. If you were one, people would doubt your capacity…Mar 6, 2019Mar 6, 2019
C. Black ContentAs long as money is a story, shopping is spiritual.Here’s how I shop. I go into a chic, expensive store in Los Angeles or New York. I try on a small selection of items, then walk out. I…Nov 14, 20181Nov 14, 20181
C. Black ContentJonathan Van Ness: Queen Of Brand Voice StrategyStardom is like revolution. It seems unlikely until it happens, and then it seems inevitable. When a single personality captures America’s…Oct 5, 2018Oct 5, 2018
C. Black ContentBrand voice strategy means never having to say what everyone else is saying.Recently, a collaborator of ours complained that all of the personalities in her industry (healing/wellness) use the same cheesy girlspeak…Jan 16, 2018Jan 16, 2018
C. Black ContentHow to not ruin fall fashion with bad eCommerce copywriting.Autumn is an incredible time for fashion. After an entire season where near-nudity is the only viable sartorial option in much of the…Aug 14, 2017Aug 14, 2017
C. Black ContentUnless your target market is oversensitive idiots, you shouldn’t talk to them that way.A recent piece in the New York Times’ excellent Critical Shopper column asked “What Happened to J. Crew?” This kind of breathless inquiry…Jun 21, 2017Jun 21, 2017
C. Black ContentEveryday words milliennials have totally changed the meaning of.This is not an article about how to “speak millennial.”Oct 25, 2016Oct 25, 2016
C. Black ContentWhat to consider when considering outside help with your brand copywriting.Ever since content took reign of its rightful kingdom, most companies have had a “we need a copywriter” moment. But do they all, really…Oct 18, 2016Oct 18, 2016
C. Black ContentBeauty copywriting clichés we can move on from now.When it comes to brand copywriting, there’s a pitfall that even the most skilled among us must fight to avoid: the urge to write a certain…Sep 23, 2016Sep 23, 2016
