It’s our name, but also our philosophy. Every day, who we are reminds us to put truth into everything we do. Why? Because truth is king when it comes to creating memorable human ideas.
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In an excellent earlier blog post a spirited argument was put forward for the primacy of the image over the written word in advertising. However, I’d like to counter this with a, hopefully, spirited argument not only in favour of words, but lots of them. I’m talking about long copy.
If a service or product launch is at the centre of your communications strategy, and if you haven’t found your ‘peanut butter’, beware! Your launch could probably use a healthy injection of innovation. (If you just sat back, furrowed your brow and said “Huh?”, allow me two minutes to explain.)
Nowadays, much more of our reputation is affected by what is said about us! In business, this means that 80-90 per cent of customers decide on their purchase before they are actively addressed.
When Steve Jobs and Steve Wozniak founded Apple, they didn’t just want to make machines that were functional; they also wanted to make them beautiful and easy to use. Jobs was as influenced by calligraphy as he was by programming.