Brand specialists aren’t writers

Would we go to a plumber for brain surgery? Hopefully not.

Why take our language to a brand specialist or brand strategist? Even if they have the word ‘digital’ on their business card.

We don’t have to go crazy and take it to cunning linguists. But writers are the way to go when dealing with language.

Writers generally understand strategy. Hell, good writers can often make valuable contributions to refining and clarifying strategy.

Brand strategists are terrible writers. (That’s why they put everything in bullet point.)

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