Brand Agony

When it comes to content, how much technical detail is enough? And how much is too much?
For specification sheets and white papers, the answer is pretty obvious. But what about the homepage and landing page? Is there a way of selling to the main buyers – without annoying the people who just came for the amperes, ohms and microns?
Share your agonies (and anything else)
Got a brand agony you'd like us to answer? Send an email to [email protected] and we'll do our very best to help.
Or maybe you just want to tell us what you think of the podcast. It's the same address: [email protected]

Dogs are engaging. Fish tacos are engaging. Nice new clothes are engaging too. But John's B2B content for his electronics manufacturing business? Not so much.
In this episode, Alan, Chris and Helen dismantle the argument that some businesses are too boring to get much in the way of engagement on social. We talk about picking your battles, leading with value and proving the brand story into life.
Share your agonies (and anything else)
Got a brand agony you'd like us to answer? Send an email to [email protected] and we'll do our very best to help.
Or maybe you just want to tell us what you think of the podcast. It's the same address: [email protected]

Marketing professionals love their language – and their labels.
But all too often, it can be hard to cut through the jargon and focus on what will make a difference. What's exactly is a mission statement? More to the point, does it really matter?
In this episode, Alan, Siân and Helen talk about how to regain your focus when you're going through a branding exercise, and cut through all the jargon and negativity that can sometimes get in the way. (And yes, there's still room at the table for our old pal the vision statement.)
Share your agonies (and anything else)
Got a brand agony you'd like us to answer? Send an email to [email protected] and we'll do our very best to help.
Or maybe you just want to tell us what you think of the podcast. It's the same address: [email protected]

First, robots assembled our cars – now they're about to drive them. Next up, artificial intelligence is coming for the lawyers, accountants – and copywriters.
So is now a terrible time to start a career in copywriting? Or is technology more of an opportunity than a threat?
In this episode, Alan, Siân and Chris talk about what's possible right now – and where we think the industry will go as the technology gets better. (And all without using the phrase 'omnipotent robot overlords'.)
Share your agonies (and anything else)
Got a brand agony you'd like us to answer? Send an email to [email protected] and we'll do our very best to help.
Or maybe you just want to tell us what you think of the podcast. It's the same address: [email protected]

It's emphatic – everyone in the team loves your new value proposition. The boss thinks you've finally nailed the offer. The sales team is nodding along in unison. Heck, even the people who won't have to use it reckon it's a job well done.
But what next? How do you take a value proposition and put it to work?
In this episode, Alan, Siân and Helen explore why it can be hard to transform it into messaging – and offer some advice for getting the Big Unifying Idea out of the brand manual and out into the wild.
Share your agonies (and anything else)
Got a brand agony you'd like us to answer? Send an email to [email protected] and we'll do our very best to help.
Or maybe you just want to tell us what you think of the podcast. It's the same address: [email protected]