How to write a mission statement and brand values

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Did you know that copywriters are also translators? We often have to turn gobbledygook into English. Last week, for example, I helped a multinational firm rewrite its mission, vision and brand values. Having worked in these areas a few times now, I’ve noticed common mistakes: lots of long paragraphs full of long words, clichés and […]

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How to succeed without a planner

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A good planner, as I mentioned in my previous post, can be a real asset. Sometimes though, marketers can’t afford one. What do you do when that happens? You have to do some strategic thinking yourself. Yes, copywriters and art directors can think strategically like planners, too. My art director Jeff and I often have […]

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