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
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
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
