Nick Asbury’s new book examines how brand purpose intoxicated the marketing world, and the negative impact he feels it has wrought. Here he introduces the book’s central themes and implores us all to think differently about the trend
The dominance of purpose-based work at creative awards schemes is part of an industry trend spanning two decades. But has the industry lost contact with reality? Nick Asbury investigates
A new project, Text Radio, sees writer and CR contributor Nick Asbury interview designers and creatives live via text on a Google Doc. His most recent conversation was with Koto senior designer Ravi Vasavan. An extract is featured here
We often think of writing and design as being a slow and reflective process. But in our quickly changing news landscape, there can be merit in reacting fast and loose, says Nick Asbury
If we’re serious about brands doing less harm and more good in the world, then we need to drop the flawed idea of brand purpose – and retain the good intentions behind it
Banking has been attempting to change its tone of voice for decades. But it’s the start-ups that are truly exploring a new way to write about money, writes Nick Asbury
If you want to change perceptions of a city, country or continent, words are either the best or worst place to start, writes Nick Asbury
In the recently updated edition of The Copy Book (originally published by D&AD in 1995), Nick Asbury writes about his work and how copywriting has changed for better and worse
Both Nike and John Lewis are hitting the headlines with controversial new creative work. But at the eye of these two branding storms, there should be one small area of calm agreement. The writing is brilliant.
As part of our dedicated World Cup 2018 coverage, Nick Asbury reviews the fan-written slogans chosen to appear on each team’s bus
I’m not sure what effect it will have, and I doubt Twitter is sure either. But for the time being, here are 14 thoughts, each in fewer than 280 characters. 1. Lots of writers are saying this is terrible for writing. Writing is about editing – insert that quote about ‘Sorry for writing such a […]
OK, enough with the brand storytelling. The campfire went out years ago. The audience got cramp from crossing their legs. You were only going to get away with the Jackanory stuff for so long. Everyone’s at the chatbot party now. Move on. It would be nice to end the article there. But we haven’t moved […]