Distraction is the mother of invention

I’ve just been planning out a ‘creative writing in business’ workshop. As part of it, I’m going to be sending people out for a slightly random wander round the neighbourhood. That might seem counter-intuitive – people usually think of workshops as being tightly planned and very focussed – but in fact purposeful self-distraction is key […]

Writing speech for brands

It struck me just now that the best way of writing for brands is to see your words as speech, not prose. That came out of thinking about the difference between writing for brands and writing fiction. I’ve always separated them by saying that, when I write for a brand, I’m trying to sound like […]

Red Bull gives me wings

I had a bit of an odd experience a couple of weeks back at the Media140 Conference, because Red Bull and an upcoming BBC documentary came together to help me understand exactly what it is we at Tuttle produce for people. In particular, that’s fed into an understanding of what we are beginning to do […]

Disappearing into use

Marketeers spend much time and effort making their brands unique, so they stand out from the crowd; but branding acts as camouflage as much as display. Display is a form of disruption. By standing out from what’s around it, a brand breaks our smooth perception of the world-as-a-whole and demands that we attend to a […]