The Blackad List

A blog about content, with analysis and opinions to spare.

Here’s where we reveal the secrets behind our work. If there was a writers' circle we’d be out on our ears.
Radio

Brand Language, Value proposition

Value propositions in B2B marketing

A value proposition is the promise of the value that you bring to the market. Do B2B companies...

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UX, Brand Language, Copywriting, Process

Spoilt for voice: our pick of the best branded Alexa skills

Amazon’s Alexa skills store is awash with trivia and flash briefings. But some have taken a more...

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Brand Language, Tone of Voice

How to write bleeping brilliant brand messaging

A documentary about the Scottish fondness for swearing may seem odd inspiration for your brand...

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Brand Language, Interviews

Arnold Clark on lifting out of lockdown

For a man running a vehicle leasing operation unable to deliver any new vehicles, Jim Blair is...

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Brand Language

Socially-distanced marketing: get creative with your brand values

Good brand values are for life, not lip service. You should be able to apply them to everything...

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Brand Language, Value proposition

Hygiene genies: the importance of reassuring brand language

In the age of COVID-19, there’s no denying it: soap sells.

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Brand Language, Tone of Voice, Process

Using social media during a global pandemic: advice for brands

What do the Queen, Ozzy Osbourne and David Beckham all have in common (other than a great...

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Brand Language

Lifting lockdown: five principles to help you prepare

As one of the first countries to return to a version of normal, New Zealand’s businesses are...

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Brand Language

How sharing topical content affects your brand positioning

Sharing topical content can be great for your brand, but only if it's relevant. Best case: your...

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Brand Language

Clarity is key: brands washing their hands of damage control

Clarity. It’s a shame no one explained its benefits to the 45th President of the United States....

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Brand Language, Value proposition

Is your COVID-19 messaging essential?

Amazon isn’t perfect - but it’s been getting a lot of things right during lockdown. That is,...

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