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What “aggressive” means: Is being an aggressive brand or business professional a good thing?

What “aggressive” means: Is being an aggressive brand or business professional a good thing?

In business, people seem to love the word “aggressive.” You’ll hear people talk about how they network aggressively or how their sales team is aggressive. And when they say these things, they mean them in a positive way. But what

Inpression Editing October 24, 2016October 25, 2016 Editing Tips No Comments Read more

Tailoring brand communication to your audience: Selecting the right writing style for your website based on the people you’re trying to reach

Tailoring brand communication to your audience: Selecting the right writing style for your website based on the people you’re trying to reach

A brand website isn’t just about giving people information. It’s about starting a conversation with your audience about why you’re relevant to them and how you’re going to make their lives better by meeting their needs. Most people who visit

Inpression Editing June 19, 2016October 20, 2016 Editing Tips, Writing Tips No Comments Read more

Why brands are trying to make their mark with lowercase letters

Why brands are trying to make their mark with lowercase letters

In 2008, just after losing a court case about breaking labour laws, Walmart got a makeover. It swapped the bold capital letters it had used throughout its 46-year history (i.e., “WAL-MART”) with a capitalized “w” and lowercase type for the

Inpression Editing May 22, 2016October 21, 2016 Writing Tips No Comments Read more

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