I’m a freelance copywriter and branding consultant. I’ve worked for some of Europe’s big names in telecoms and technology, sometimes on brands that were tightly controlled and well-guided and sometimes on brands that were in need of guidance (or possibly a spell on the naughty step). I’m fascinated by the mythology of branding – it’s made out to be something mysterious that’s added to your company many years down the road. It ain’t. It’s about authenticity and honesty.
If you can fake those, you’ve got it made.