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Part 2: how to apply it to a brand? I keep coming back to this principle that every brand has an “essence”. A quality that is unique to...

Part 1: what is brand strategy? In my last article, I spoke about identifying brand essence in order to write in the right brand voice....

Class is in session. So listen up. You can Google all the various definitions of copywriting, there are a bazillion of them floating...

No man is an island. Especially not if he’s a copywriter. If you’re in a job, don’t let it be your only source of truth for everything....

If you identify brand essence early on… Let’s take a product that multiple brands manufacture and see how communication differs for each....