Maintaining a consistent tone of voice across all types of written communication is essential. This introduction covers the basics of developing a written tone of voice for a brand.

The expertise of Don Draper in Mad Men shows us that making a sale is about appealing to customers through the most powerful emotional hooks – love and security as opposed to independence, creativity or popularity.

Ten marketing partygoers you don’t want to meet – or to become.

Writing a tagline for your company can be a good way to add character to your brand, differentiate yourself and communicate benefits. This article looks at some of the main types of taglines, and the pros and cons of each, and discussed the special case of B2B taglines.

It’s almost standard practice to stretch the truth as far as we can in our marketing. But is it a good idea?

Companies sometimes try too hard to find and exploit a USP. You can still market effectively without one, so relax if there’s no obvious candidate.

Sometimes, those involved in marketing campaigns (both buyers and providers) get lost in a sort of creative love-in, congratulating themselves on a great job and forgetting the core aim.