Expert communications for business

It has been said that the best brand names don't need advertising - they are advertising. Your brand name is the vital link between what you are and how you might play out in your marketplace. Here, we present a brief flex guide to the art and science of choosing brand names. “A good name is better than precious ointment” – Ecclesiastes 7.1 The right name is a brand's most important asset. A successful name will reflect your desired ambition; will find a unique, memorable an

Turning your company into a bestseller isn’t as hard as you think, but it’s a noisy world out there and ever cleverer ways of creating a dialogue can easily distract you from one simple fact – tell a good tale clearly and people will engage with you. As a basic guide, unforgettable content depends on three essential ingredients – interest – give your customers something they will find genuinely useful and something they’ll want to talk about; positivity – be upbeat, engage wi

Headlines may feel like decorative afterthoughts, but they make the difference between someone reading your communications or consigning them to the recycle bin. Newspapers have known this for ever: headlines sell. Imagine a page or a screen full of text. It has several stories but no headlines; they are clumped together as disparate paragraphs. How do I decide which to read first? Which is the most important? Can I even be bothered to read any? While a good headline is worth

If you have a business, you have a brand – and in its early, sprightly days your brand only needs muscle, vigour and difference to make you irresistible to customers, so you can both enjoy the ‘getting to know you’ stuff. These are fun times and they’re gratifying, but the best brand relationships are like the strongest marriage – you both know it’s rock solid and everyone around you recognises an enduring relationship, because the picture you present to the world is one of c