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Read Me by Gyles Lingwood, Roger Horberry

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Lesson Seven:

The Brand’s in Your Hands

What every copywriter needs to know about the B word

Rock paintings from “The Cave of the Hands” in Santa Cruz, Argentina. For the makers, their hand was literally their brand.

Without an appealing personality expressed in appropriate language, even the strongest brand will struggle to create an emotional connection with its audience. This matters because only one brand can be the cheapest; the rest have to find some other way of capturing their audience’s attention and earning their affection. Good writing is a great way of doing exactly that.

What do we mean by “brand”? It’s not as obvious as it sounds. ...

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