The fact that establishing a “brand voice” is seen by most companies as a valuable investment and essential part of their brand strategy is brilliant. It means companies are starting to understand the value in moving beyond functional copy, to injecting some brand personality into their content and marketing…

Without credibility, no amount of marketing or advertising is going to work. It really is as simple as that. If this wasn’t the case, the flashing pop-ups saying “free cash, no catch” would have us all rushing to the website to submit our personal details. It may seem like a…