“The pen is mightier than the sword” – in the words of Sir Edward Bulwer-Lytton.
In Storytelling, We Trust. Dropping words to save on bombs. Heavy hitters only, tailor-made to shine and ring a bell. Brand lingo that infects your speech and becomes a part of daily culture. Undeniably, the essence of any marketing and advertising initiative is rooted in the Message. But arriving at a strong, clear message is only half the work that needs to be done. The actual transmission of that message is the fine line between peace and war, resonance and dissonance, hit and miss, comedy and embarrassment. You can tell a bad joke in a way that sounds hilarious, or rush the punchline of a good joke and ruin it with poor delivery.