The Verbaliste Blog

Communities of Practice for copywriters

What are Communities of Practice? And how can you use them to help your copywriters? Back in 1991, two cognitive anthropologists, Jean Lave and Etienne Wegner, discovered something remarkable. Street gangs don't use agenda. But still they seem to thrive through...

Brand purpose writing

I want to ask CMOs about their brand purpose writing. Is it good enough? This came out of a keynote speech I was asked to give by the Financial Services Forum in London on 16th June 2022. Along with the panel, I was asked whether I thought Purpose contributed to a...

Shouldn’t Your Brand Be More British?

Is this #EndofDays? For 'British' as a desirable value, I mean. Listen to UK radio and it's the woke brigade who's ruined it for everyone else. Two minutes later, there's never been a better time to be British. What's going on? What should brands do? Should you brand...

How to write so bad news doesn’t sound worse.

Started talking about the 'I' word yet? (Hint: 9 letters. Which is equal to the % rate it's now running at.) It's time to relearn how to write those tricky emails to customers. Find a way to talk about price rises. And do it without hurting your brand. Writing can't...

The power of Brand Language: How To Know When You’re In A Cult

Watched WeCrashed yet? It's all about what went on at WeWork. What went on was a lot of language: "the energy of We" "TGIM" "Elevate the world's consciousness" The language which unsettled the investors, drew a willing crowd of believers. It created a cult. Language...

Jacob Rees-Mogg – would tone of voice guidelines help?

Many of you, dear readers, don't know how to write. It's not your fault, of course. But, equally, you are not entirely free from blame. While we can all see that Labour plays a role for failing standards in this country, we all have to do our bit. You will undoubtedly...

The batman

Don't let up. Don't change your mind because the plan isn't working. Change the plan.   Don't stop wearing a blue and yellow ribbon because it's getting old. Keep wearing blue and yellow because - because - this situation is getting old. Keep watching the little...

Show your support to Ukraine

I am shocked by what's happened in Ukraine this week. I am watching with horror what's going on there. For the last 14 days, work's seemed trivial. I am coming to the view that if you aren't doing something, however small, to actively support Ukraine, then you are...

How Far Is Your Brand Voice Downstream From Culture?

You know the expression, "Politics is downstream from culture"? It's not true. At least, it's not true for effective campaigners. For them, their campaigns reshape culture. For the other politicians, they're left reacting to what culture does next. It's the same for...

Protected: “Turn up the bass. The in-laws have gone” – How to flex your brand tone of voice

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Can the language of the CEO add value to their business?

Our CEO Chris West asks, is it time CEOs and leaders started to think about their own language? Can they add value to their own business just by crafting their language more carefully? And perhaps just as importantly, can they wipe value off their business, just with...

How much money does a brand lose when its tone of voice is out of date?

The UK's Marketing Society asked our CEO, Chris West, his views on what happens when a brand's tone of voice is out of date. We’re very grateful for the Marketing Society's coverage, please click on the link below to read more:


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