Brand voice is a funny old thing. On the one hand, it’s meant to be the key to authenticity. On the other hand, it is kinda…meaningless. In this episode, we answer an excellent question about balancing consistency with creativity. It’s perhaps one of the trickiest and least well-understood facets of the job for copywriters: on the one hand, you have to be ‘in character’, but on the other hand, you need to have a bit of creative freedom to suggest doing things differently. By way of example, shout-out to friend of the show Lewis Folkard, and hero of the show David Abbott: https://lewisfolkard.co.uk/ad-breakdown-volvos-if-the-welding-isnt-strong-enough-the-car-will-fall-on-the-writer/We also answer another good question: what novel should every copywriter read? It’s safe to say that the robots struggled with this one - Martin even got into a fight with Gemima…Until next time, IGNORE THE VOICES (at least until you start getting into trouble).H Get full access to BRAVE NEW WORD at www.bravenewwordpodcast.com/subscribe

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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