Welcome back to the Clubhouse.

We know that the year officially begins in January, but really, September is where everything starts, isn't it? This is the season of too-big new shoes and shiny pencil cases, blank notebooks and big dreams. It's all to play for.

This month's edition covers a lot of ground: content squabbling, famous farts, exemplary copywriting and a name that we thought of. 

So let us begin. 

IS CONTENT EVEN A THING? 
Bob Hoffman says it's not even a thing

Bob Hoffman is an advertising legend who says that the industry has deluded itself for too long with trendy trendy content marketing, which isn't even a thing. 

A strongly-worded interview, with some opinions to discuss.

A CHASING AFTER WIND
A lone security guard farts his way to fame
 
Behold the magnificent story of a security guard who, after filming himself farting at work every day, became a viral superstar. He got fired, but more than that, he got famous. 

And they say that content marketing is a load of guff.

SLACK'S SUCCESS IS DOWN TO TIGHT COPY
A look at why their words work

We couldn’t do what we do without Slack – and we’re not alone: their homepage gets 9.6 million views every month. Here's a breakdown of their copy, and why it works so well.

SECLUSION DOESN'T HELP CREATIVITY
Better ideas come through open doors

A story about a painter, a ceiling, and the importance of letting other people in on your ideas. 

JOURNALLING IS FOR EVERYONE
The best apps to get you started

Keeping a journal isn't just for introverted writerly types. And it doesn't have to mean writing in a notebook either: there are loads of great apps to help you journal your way to success. Here are some of the best ones. 

SPOKEN WORLDS
A new festival from Audible

We were recently asked to help name a series of podcasting events for Audible. This month, the name was released into the wild: introducing Spoken Worlds, a festival worth listening to.

If you've got naming needs that you'd like help with, give us a shout.