Brand Agony

Blackad Copywriting
  • 5.0 (1)
  • MARKETING

Every marketing professional has their own brand language bête noire. Each episode, the content consultancy team at Blackad answer a listener's brand agony letter – working from diagnosis, through treatment, and finally onto staying healthy.

  1. 11/19/2020

    Mend My Broken Engagement

    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 podcast@blackad.co.uk 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: podcast@blackad.co.uk

    24 min

  2. 11/09/2020

    Words on a Limited Budget

    Writing your content is hard enough when you've got a full team of in-house people – or an ample budget to bring in outside help. But what if you need to launch a new website in the middle of redundancies and other cost-cutting? We won't dwell on the old chestnut that marketing spend is an investment, not a cost – it's a cliché because it's true. And we won't bleat on about reducing the website's scope – because you've already thought of that. Instead, we ask how you can do more with less, figuring out the smart way to spend your budget for the maximum effect. Share your agonies (and anything else) Got a brand agony you'd like us to answer? Send an email to podcast@blackad.co.uk 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: podcast@blackad.co.uk

    24 min

  3. 10/21/2020

    Copywriting Course Correction

    There are lots of reasons to boost the writing skills of your in-house team. Perhaps your tone of voice isn't consistent – or you want to stop the same mistakes happening time and again. Maybe you're sick of paying external copywriters. (The very thought.) In this Little Agony, we take a look at how to build a course that leads to lasting improvements in copywriting quality. We cover preparation, pitfalls, formats and follow-up. We're done and gone faster than any pointless warm-up exercise you've ever had to endure. Bring your own biscuits Share your agonies (and anything else) Got a brand agony you'd like us to answer? Send an email to podcast@blackad.co.uk 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: podcast@blackad.co.uk

    28 min

  4. 10/07/2020

    Brand Voice Killed My User Experience

    How far should you push your brand language? Is it too much to make the buttons in your application process unmistakably 'you'? Or is it better to make things nice and simple – but risk blending into the competition? In this episode, Alan, Chris and Helen talk about UX (user experience) copywriting, from so-called micro copy and contextual help, through to headings and other labels. All to help one listener strike a better balance between brand and usability.  Share your agonies (and anything else) Got a brand agony you'd like us to answer? Send an email to podcast@blackad.co.uk 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: podcast@blackad.co.uk

    25 min

  5. 09/23/2020

    Mission, Vision, Values. Rock, Paper, Scissors.

    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 podcast@blackad.co.uk 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: podcast@blackad.co.uk

    20 min

  6. 09/10/2020

    Robots Ate My Job

    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 podcast@blackad.co.uk 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: podcast@blackad.co.uk

    26 min

  7. 08/27/2020

    Squeezing More from Your Value Proposition

    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 podcast@blackad.co.uk 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: podcast@blackad.co.uk

    17 min

  8. 08/13/2020

    Terrible Tone of Voice Playbook

    What is it that turns a merely bad tone of voice into a truly obnoxious one? That's what Chis and Alan set out to explore in this Little Agony – an episode that's just ever-so-slightly leaner and hungrier than usual. Somehow, we also manage to talk about death, unicorns and tweeds. All in the name of brand, you understand – and the solemn task of letting you know about our just-published Terrible Tone of Voice Playbook. Available from all good browsers, etc. Share your agonies (and anything else) Got a brand agony you'd like us to answer? Send an email to podcast@blackad.co.uk 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: podcast@blackad.co.uk

    21 min
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About

Every marketing professional has their own brand language bête noire. Each episode, the content consultancy team at Blackad answer a listener's brand agony letter – working from diagnosis, through treatment, and finally onto staying healthy.

Information

  • Creator
    Blackad Copywriting
  • Years Active
    2K
  • Episodes
    17
  • Rating
    Clean
  • Copyright
    © 2020 Blackad Ltd
  • Show Website
    Brand Agony