Accentuate the positive, eliminate the negative?

Sometimes, the old adage about benefits v features just doesn’t apply.

It’s time for the New Honesty.

How Boots shifted its values by adding one word to its brand tagline.

An audacious branding coup analysed.

On the copywriting possibilities of ‘for sale’ signs.

Trigger warning: bum-wiping.

How Quorn markets its meat-free mince by avoiding the ‘vegetarian’ angle.

A look at John Lewis’ Christmas ad for 2012.