We’ve all seen examples of bloated, jargon-heavy marketing copy that makes our eyes roll into the backs of our heads. Seeing it out of context from the Web site or brochure that is its normal habitat, called out as an example of lazy, long-winded space-filler, makes us laugh.
We laugh as the consumers of such copy [...]
Corporations are increasingly learning how to use social media to add value and build layers of new, shared knowledge. But the key to social media success is being able to capture fragmented knowledge and learn from it.
A recently published e-book from Dow Jones, The Conversational Corporation, studies how some companies have created cultures of collective [...]
Did you hear the one about the ad agency that wrote a 27-page creative brief for the rebranding of a major beverage brand that was so pretentious, self-indulgent, and ludicrously aspirational it had everyone in the ad business rolling in the aisles?
The story has been hard to miss since someone leaked the “Breathtaking Design Strategy” [...]
With the announcement of the OBIE Awards, the annual awards from the Outdoor Advertising Association of America, came a brief interview in Adweek with this year’s chief judge, Mark Tutssel at Leo Burnett. Tutssel summed up quite succinctly for readers the three criteria that deemed an advertising campaign an award-winning work of art:
“The work has [...]
A few weeks ago my favorite usability guru issued an Alertbox reminding communicators of the importance of always maintaining context when writing Web content:
Writing for the Web differs because various users might approach a given piece of content in different ways … In some of these scenarios, users see only a small portion of the [...]
