My father was a city journalist back in the days when Fleet Street in London was the center of the UK newspaper industry. He once said to me that great writing was based on a combination of clarity and authenticity. It is a simple notion; your audience needs to quickly and clearly understand the purpose whilst at the same time believing what you are conveying.
This is something that has stayed with me throughout my entire career and I think it has as much relevance now for brand marketing as it does for newspaper journalism.
Every brand comprises a brand promise which is the all enveloping commitment that an organization makes to its audience and it identifies what that audience should expect through the sum of all interactions they have with the people, products, services and company they are engaging.
With the fragmentation of media and proliferation of different communication…
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