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July 24th, 2015

Cast the widest net.

I’m a casting junkie—I love casting voices for ads. Listening to how a disembodied voice can bring words to life is fun and weird and challenging and monotonous and confusing and really, really important. It’s where a brand voice truly gets its, well, brand voice—helping to differentiate it from the rest of the blah blah out there. And casting is Read More…

June 13th, 2011

The value of a simple, focused message.

(For an even simpler message, just read the red type.) As a marketer you want everyone to know all of the wonderful things your brand stands for (i.e., trust, innovation, sunshine, smiling, S.C.H.A.P.E., etc). And of course, you want the world to know the long list of incredible brand features & beni’s that makes you different from the rest. Something you take great pride Read More…