Max Ottignon


Why writing is branding’s secret weapon

The branding world has taken its time to abandon its trusty lorem ipsum in favour of embracing copywriting. But, says Ragged Edge’s Max Ottignon, it’s still figuring out what advertising learned 60 years ago

In defence of brand purpose

‘Brand purpose’ that goes no further than the marketing department has been rightly criticised, says Max Ottignon. But a purpose that extends across a whole organisation is vital to a successful brand