Copy

The Review


Last week, New York strategist Ana Andjelic wrote a pointed newsletter on ‘The Rise And Fall Of GMO Brands’. Exploring the term coined by Jessica Davidoff, CEO of State Bags, to describe the growth of DTC companies like Outdoor Voices and Away, Andjelic takes serious aim at those brands who have been pumped full of VC money and invest more in flashy campaigns than a unique value proposition. Her point being that the smoke and mirrors of brand aesthetic means nothing if it’s not rooted in a solid product and a sound story. Andjelic targets relentless PR propaganda crafted by those who “do not have the strategic and creative know-how needed for building legendary brands” and states “tone of voice is not a brand” in and of itself. Call us biased but we believe that good tone of voice and PR is strategic. The right person, team or agency will challenge brands to break free from superficial storytelling. They will go further than a witty tagline or a friendly tone of voice and find a way to tell a true narrative, rooted in real business objectives, that resonate with their audience over time. Andjelic's narrative approach certainly sparks debate, but at times her point gets a little lost in the vitriol. What do you think? Are brands which rely on “steroid VC money” likely to be the ones which last? Do consumers see past hyped-up media gloss?
 
Read The Newsletter

The Advice

 
“Write badly. Give yourself permission to write badly. Say to yourself: I’m going to write the worst 1,000 words ever put to paper. Write crazy stuff. Give yourself permission to write crazy stuff. Say to yourself: I’m going to write the craziest 1,000 words ever put to paper. Write before you’re really awake. Give yourself permission to write when you’re in that bleary dawn fog when your dreams are still mingling with your waking life. Say to yourself: I’m going to write from that dim place in my head that I still have access to when I just wake up. Say to yourself: before even coffee.”

Advice from Megan Abbott (author of Dare Me and The Fever), as told to Jami Attenberg for her 2019 newsletter #1000wordsofsummer.
 
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The Interview


So, you think you’re a challenger brand? You might want to read our interview with Benjamin Cooper, Strategy Director for eatbigfish, an agency with unique and global experience helping brands define and then tap into their own challenger mindset. In a time where there’s a growing disconnect between brands who have a genuine reason to disrupt and those who merely want the optics of doing so, the Benjamin Coopers of the world step in to help bridge that gap.
 
Read The Interview

The Brand


On the subject of brands putting their money where their mouth is, flower delivery service Bloom & Wild have developed an initiative that allows their community to opt out of their marketing communications if it makes them feel uncomfortable. Their ‘Thoughtful Marketing Pledge’ was born out of the realisation that certain celebrations that come up in their brand calendar – like Mother’s Day – might trigger customers to feel upset, guilty or neglected.

Last March, they thoughtfully gave customers the opportunity to opt-out of Mother’s Day emails. The response from press and customers was overwhelming, so much so that it was even mentioned in Parliament, with the MP Mark Warman MP suggesting “if other companies were to follow suit, the dread –and I do mean dread –around this day might be mitigated for many people.” Now Bloom & Wild are encouraging more companies and brands to follow suit. This is an example of putting community before profit or sales, and showing empathy for their experiences rather than tossing them aside in favour of gaining more users or upping their revenue.

 
Join The Thoughtful Marketing Movement

The Prompt

Whether you consider yourself a challenger brand or not, for this week’s weekly writing flex, we’re encouraging you to tap into your own challenger mindset and write down three things you have a really strong opinion on – as a brand or as an individual.

What makes you angry? What problem is your product or service solving? Who else in your space is (or isn’t) addressing a glaring issue?
Submit Your Prompts

The Storylist


Read
We Wish You Luck – Caroline Zancan
Overthrow II – eatbigfish

Scroll
A Dirty Secret: You Can Only Be A Writer If You Can Afford It  The Guardian
Everyone's A Curator Now – Lou Stoppard for The New York Times

Listen
Washington Post Reporter & Pulitzer Prize Winner Hannah Dreir – Longform







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