The way Jacob Rees-Mogg uses language is just as important than what he actually says.

The pratfall effect makes imperfect brands more appealing. So why don’t marketers use it themselves?

Why do we see millennials as another species? Maybe it’s a compliment…

How written tone of voice lets brands communicate consistency, character and value.

The phrase ‘we believe’ shows how ‘brand purpose’ gets in the way of a sale.

A supermarket tagline that’s out of step with the promise of the brand name.

A copywriting tour round the holiday park at Butlin’s Skegness.

Enough about millennials already. Here’s some advice on reaching those of my generation.

If the Labour party splits, how could the moderate element rebrand itself?