If you’re a CMO, your dashboard is probably glowing green. More leads. Lower content costs. Faster turnaround across every channel. AI is delivering on its promise of speed. But there’s one metric you’re not seeing in the dashboard. One that isn’t on the marketing scorecard. And if ignored, it could quietly erode your most valuable … Read more
If you looked at the balance sheets of the S&P 500 back in 1975, you would have seen a lot of hard assets. Factories. Inventory. Equipment. In fact, intangible assets – like brand and IP – made up just 17% of a company’s value. Fast forward to the 2020s, and that number has flipped. Today, … Read more
Imagine you’re at a dinner party. You meet someone new. You ask them what they do. They don’t pause, pull out a style guide, and check a list of approved keywords. They don’t ask themselves, “What tone should I use to sound human?” They just answer. Because they know who they are. Their sense of … Read more
Not long ago, a company’s value lived in things you could touch. Buildings. Machinery. Inventory. Success was measured by what you owned. Today the centre of gravity has moved. Companies are valued less for physical assets and far more for what they mean to people. Brand. Reputation. Intellectual property. Customer trust. These soft assets now … Read more
If you’ve spent time crafting prompt instructions for your GPT or other AI tools, you’ve probably been told to “optimize for voice.” That usually means defining tone, style, cadence, and emotional register—how your brand sounds on the page. Not a bad start. But it’s the wrong place to start. Because voice shapes how you sound, … Read more
When generative AI first burst onto the scene, the reaction from content teams was a mix of awe and anxiety. One minute we were sweating every word in a product launch email. The next, we were watching GPT churn out a thousand words in less time than it took to microwave a burrito. It felt … Read more
During my early years at a London advertising agency, one of the people I followed closely was the copywriter, John Hegarty. Now Sir John Hegarty. He was always good for a memorable quote. This one resonates with me, deeply. “Always remember: a brand is the most valuable piece of real estate in the world; a … Read more
At first, it’s just a word that feels… off. Then a sentence that lands with a thud in your newsletter. Nothing terrible. Nothing “wrong.” But something’s shifted. What once felt unmistakably you now sounds like it was churned out by someone—or something—who only thinks they understand your brand. Welcome to brand voice drift. It rarely … Read more
