Notes on brand, audience and content that works
Practical writing on brand voice, how buying decisions actually get made, and the craft of content that sounds like a person. Drawn from thirty years of client work and from building BraVo.
Why layering compounds: how five decisions multiply into content that connects
Most content advice tells you to do one thing better. The gain is not in any single layer, it is in what happens when they stack.
Your brand needs a Jarvis
The appeal was never that Jarvis did the work. It was that he already knew everything, and still waited to be told.
The twelve brand archetypes, and how to choose yours
Archetypes are the most useful branding model in common use, and the most commonly misapplied. Here is what each one actually does to your writing.
Some want the headline, some want the proof: how communication style changes what you write
The same facts, presented four ways, for four people who will each dismiss three of them.
Why AI content sounds generic, and what actually fixes it
Everyone can spot AI writing now. The problem is not the model, it is what the model was given to work with.
Your audience is not one person: writing for the buying committee
Nobody signs off alone. So why does almost every campaign speak to a single imagined reader?
Inside the five layers: business, brand, audience, framework, channel
A reference guide to the model BraVo runs on, and what each layer actually changes about the words that come out.