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
