Points of view

Measure What Matters

Down with jargon

Down with jargon

Gobbledygook is bad for business. Long-winded, complex sentences will cost you money, time – and customers, a conference on plain English in Dublin heard last week. Plain English expert Dr Deborah Bosley has even suggested that the mortgage crisis in the US might not...

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Why tone of voice really matters

Why tone of voice really matters

If you want to know why tone of voice really matters, consider this experience from Harriet Cummings. “The other day I emailed my husband at work to check in on what was for dinner. His response? ‘To ensure optimal nutrients, I'm going to prepare a ground Bos taurus...

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Coca-Cola: the brand’s message in a bottle

Coca-Cola: the brand’s message in a bottle

The Irish inspiration for the one of the world's most famous ads Inspiration comes from the strangest places. Did you know that I’d Like to Buy the World a Coke was inspired by a stopover at Shannon airport? Over 40 years ago, Bill Backer, Coca-Cola’s advertising guru...

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A strong brand will help you grow

A strong brand will help you grow

Price and quality are not enough If you think branding is a fussy extra, think again. In today’s global market place, price and quality are no longer enough to ensure profit and sustain success. Branding has become the main way for companies to gain the attention of...

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Why brand journalism will boost your bottom line

Why brand journalism will boost your bottom line

So what has brand journalism got to do your bottom line? A lot, actually, if you know how to master it. However, most businesses don’t. According to digital marketer Ron Sela, the vast majority of companies write to attract a vast audience but ignore other aspects of...

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Use mobile journalism to boost your business profile

Use mobile journalism to boost your business profile

Find your mojo to boost business If you ever wondered how your smartphone can help boost business, take note of this. A film that wowed audiences at the Sundance festival www.sundance.org was filmed on an iPhone 5s. An iPhone can do all the work Tangerine, an off-beat...

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Find your business voice using brand journalism

Find your business voice using brand journalism

How to find your brand's voice Brands that communicate successfully are successful brands. That's according to Melissa Lafsky of content strategists Contently. But just how can you make your brand stand out? First of all, know what it is. Philosopher Alain de Botton...

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How to write effective emails

How to write effective emails

We’ve had 15 years of practice, but we are still writing very bad emails. Watch out for those annoying salutations and cheesy sign-offs. Don’t start your mails with the words ‘hi’, ‘hey’, ‘all’. You’ll raise hackles straight away. Beware of cheesy sign-offs, too....

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How to use the web to build your brand

How to use the web to build your brand

Do you want to see what brand actions captured the imagination in 2014? Here are the top ten creative brand expressions of last year. Many didn’t even air on TV, which shows the increasing supremacy of the web as a brand-building tool. Without a doubt, ‘#LikeAGirl’...

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