Evoking Brand

Resonance and Harmonics in Writing

Employing the language of audio engineering to describe the language of words.

dead stop wait reread

The only three things I look for in copy

Assuming I can make it past your headline.

Headlines are important. There is article after article about writing great ones. And according to Ogilvy, “4 out of 5” people don’t read beyond the headline…

Audience Mapping in Two Dimensions 🙌🏼

When it comes to brand marketing, there are, like, a zillion ways to slice and dice an audience.

What is the difference between voice and tone?

In brand style guides, “voice” and “tone” are sometimes blended together or freely interchanged. This is a bit of a disservice.