The communications industry is obsessed with ‘content’. In layman’s language this means copy and visual material for websites, blogs, social media sites and internal briefing documents. There is an overload of ‘content’ and therefore a greater need for brevity and conciseness. Engaging audiences among the tsunami of non-stop communications has become harder to achieve and […]
Read more...Less is more In these attention-sparse days, short-form copy has become the norm for many media channels from Twitter to Facebook, the web to broadcast news. Messages must be distilled to their absolute essence. I draw the analogy of boiling a stock pot: the final reduction delivers a rich concentration. Get to the heart of […]
Read more...Bill Bernbach’s famous American advertising agency, Doyle Dane Bernbach (DDB), made a virtue of promoting perceived negatives and turning them into positives. DDB’s legendary early 1960s ads for the VW beetle, ‘Think Small’ and ‘Lemon’ used wit, humility and simple black and white imagery to engage readers. To this day VW advertising remains witty, informative […]
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