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June 29, 2009


Great post ... though I also think it's worth while sounding it out with your creative colleagues as well because they often have a way to express what you're trying to get out in a way that is more powerful, emotional, human and pragmatic than you could hope to do in a month of Sundays.

Acknowledging the cheeky buggers will try and steer you round to what they want to do regardless of what you've done, ha!

Cracking post.

A thought though - I sometimes write propositions as endlines. Occasionally it's just as useful; being a bit glib to get the point across - it can help sum up some of the colloquial thoughts around the brand.

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