How to create impossibly imaginative brand stories

You probably already tell very realistic tales about your brand. Telling much more imaginative brand stories about it – science fiction, fantasy, even horror ones – can unlock very important truths about it too. That’s because those kinds of stories reveal different kinds of truths in different ways. Let’s start by understanding what those truthsContinue reading “How to create impossibly imaginative brand stories”

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 likeContinue reading “Writing speech for brands”