Van sides, delivery notes, FAQs… here’s how the best
brands are using the copy others overlook to delight their customers.
Homepages are
slaved over. Ad campaigns are researched and conceived at great expense. And straplines
are tweaked to within an inch of their existence. The brand communications that
get the most attention from consumers always get the most attention from
brands.
However, the best
loved brands recognise that the humble stuff matters too. They know that every
point of contact with consumers is an opportunity to express their brand in a
distinctive way. And they take advantage of it.
