Should marketing taglines be based on news headlines?

Generating empathy means gently alluding to shared ideas or experiences – not corporate boasting.

Sellotape’s latest slogan centres on creativity and inspiration. But are those the brand’s true values?

The most effective headlines get right to the heart of the product’s appeal for maximum emotional impact. Here’s an analysis of one that doesn’t.

The astonishingly unorthodox packaging used by Kiehl’s is a lesson in how and when long copy can add major impact.

An example of how poor punctuation can undermine meaning.

UK police forces stand accused of having ‘meaningless’ slogans. Is there a charge to answer?

Tone of voice should be consistent throughout the customer experience, but marketers tend to look for easier wins.

Funky copywriting takes an informal, offbeat and informal tone in order to generate rapport with readers. But it needs to be done with care, and at the right time.