Striking the right tone
Killed by the buzz: Why we’re losing words to the buzz effect (and what to do about it)
Here’s a question for you: What do buzzwords and That One Guy You Hate™ have in common? You guessed it. They both sneak into every conversation and…
B2B marketing / Messaging
How to stop teaching granny to suck eggs
We’re non-experts marketing to experts – that can be a nail-biting thing. Here are a few ways to help teach experts without boring the pants off them.
B2B marketing / Positioning
Why we’re so inspired by the MNDA mission statement
We’ve read a lot of Mission Statements. Most suck. This one is pretty great.
Charity / Messaging
WFH #9: The Adjective of the Pandemic
What does it say about B2B marketers that we cluster around the same phrases to express this big, hairy thing?
Messaging / Velocity Culture
WFH#1: The clumsy art of being busy in a god damn pandemic
Some thoughts on advice-giving in the middle of a pandemic.
B2B marketing / Velocity Culture
The question you’re least likely to ask
Marketing has conventions – loads of them. So what’s the thing you’re so familiar with that it just doesn’t register anymore? And how the heck are you…
B2B marketing
You don’t own your story
Too many marketers fall into the trap of thinking that because they’re telling the story, they get to decide how people think about them.
B2B marketing / Customer experience
What are you actually saying?
Why does so much B2B content sound totally unlike human speech?
B2B marketing / Messaging
Let’s steal from The Simpsons
The golden years of The Simpsons entirely re-wrote what a TV show could be. In the latest of our ‘Let’s Steal From’ series, we dig into how they do…
Galvanizing stories / Positioning
Beyond tone of voice: what’s your stance?
Tone of voice is hugely important in B2B. But there’s something just as important and far less understood: stance. What your brand actually does that’s…
B2B marketing / Messaging