Categories
Copywriting

Mondelēz is killing Cadbury’s reputation. What should it do?

Cadbury is stuck in a media narrative from which it seems incapable of escaping. The story goes like this. A wonderful, British-controlled, Quaker-inspired, employee-loving chocolate maker was bought by money-grabbing corporate raiders from America. These evil Yanks have ruined the flavours of its products, sacked workers, moved a factory to Poland and generally ruined the […]

Categories
Copywriting

Rudolf Flesch: we’re cramming ever more ideas into single sentences

Have you come across the late Rudolf Flesch, who was America’s foremost readability expert? In his book, The Art of Readable Writing, Flesch takes aim at pompous phrasing. He writes: “If someone cannot understand a piece of writing, the trouble is rarely that his vocabulary is too small; usually he simply cannot cope with the way the […]

Categories
Copywriting

The social media of the pamphleteers

I’ve always had a soft spot for pamphleteers. No not the annoying leafleteers in London today, promoting gym membership or fast food. I’m referring to those people who wrote using the social media platform known as the pamphlet. This form of social media was prevalent in England between the reign of Queen Elizabeth I and […]