Brand Messaging and Copywriting Archives

Brand Messaging and Copywriting
Building a Distinctive Brand: Bridge “The Brand Gap” and “Zag” [Book Notes]
As I dive deeper into the topic of branding, I’m gradually meeting more exciting experts on the topic – and Marty Neumeier is definitely one of them. His books are proof enough. Both “The Brand Gap” and “Zag” are experience-style books. The way the information is presented is definitely unique, but that’s not all. The…
Brand Messaging and Copywriting
Positioning: The Battle for Your Mind [Book Notes]
To understand a concept deeply, you need to know The Greats. Frankly, this is why I reluctantly reached out to “Positioning: The Battle for Your Mind” by Al Ries and Jack Trout. After all, the book was initially published in the 1970s, and a lot has changed. But I still found “Positioning” a useful read.…
Brand Messaging and Copywriting
Different: Building Branding that Resonates [Book Notes]
I have a beef with branding. At least with branding books, branding courses, and branding teaching. All branding advice I’ve heard so far – even in recommended talks, lessons, or posts – sounds vague or overly superfluous. However, being a marketer and not having strong branding skills is a non-starter. This is why I dived deeper…
Brand Messaging and Copywriting
Crafting Successful Brand Messaging: a Step-by-Step Guide [with Template]
Here’s a typical scenario. After lengthy discussions, the team finally agrees. The current brand messaging is outdated and inefficient. Something needs to be done. They hire a creative expert that comes up with a great new headline and some copy for the landing page. The homepage gets redone, everyone’s happy, the end. On the surface,…
Brand Messaging and Copywriting
AdWeek Copywriting Handbook: 48 Ways to Make Your Copy Shine [Book Notes]
A copywriter uses a set of tactics – like tools in a utility belt – to get their ideas to sparkle. And this is why great copywriting books are collections of different lenses you can use to evaluate your copy. “The AdWeek Copywriting Handbook” will give you useful tools for your copywriting tool belt.
Brand Messaging and Copywriting
Breakthrough Advertising: The Copywriter’s Go-to Guide [Book Notes]
Eugene M. Schwartz was not just a stellar copywriter. He actually introduced a bunch of important copywriting concepts we still use today. And it’s no surprise that his “Breakthrough Advertising” is a must-read for all copywriters today. While there are a few elements that feel very much out of date, I found the book immensely…