Just want to say, from all the way over here in the rainy south of England, this is my favourite marketing newsletter. It's always useful and always entertaining. So thank you! Please don't ever stop.
The lack of imagination that went into that mascot is sooooo sad. It looks like they typed a three word prompt into an AI image creator and then named it using a five year old's naming scheme of "object name" + "-ie." Maybe they had to be obvious about it because without it's name telling you exactly what it is, their target audience would be confused.
Love the Coalie example. That mascot paradox is hilarious but also such a smart lesson for positioning. The "helps" breakdown is spot on, always felt like that word drained the power without being able to pin why. Ran into the same issue when we reworte our homepage last year, every draft had it and cutting them out made everything tighter.
Just want to say, from all the way over here in the rainy south of England, this is my favourite marketing newsletter. It's always useful and always entertaining. So thank you! Please don't ever stop.
That's incredibly kind, Kirsten! That made my morning, thank you :)
The lack of imagination that went into that mascot is sooooo sad. It looks like they typed a three word prompt into an AI image creator and then named it using a five year old's naming scheme of "object name" + "-ie." Maybe they had to be obvious about it because without it's name telling you exactly what it is, their target audience would be confused.
I offer here some alternative names:
Nat King
Carbon Electra
Ni-coal
Peat
Burnie
Pollutey
Contaminatey
Poisoney
Nat King is incredible. Carbon Electra. Bravo. Seriously.
And as a reward, you do not have to work for the government.
There's a new Mr. 3000!
My company was acquired by a large insurer and legal now forces me to insert "helps" when my message is too clear and concise. HELP
I should've added - never use "helps" unless legal makes you.
Love the Coalie example. That mascot paradox is hilarious but also such a smart lesson for positioning. The "helps" breakdown is spot on, always felt like that word drained the power without being able to pin why. Ran into the same issue when we reworte our homepage last year, every draft had it and cutting them out made everything tighter.
Cutting out "helps" is probably the single easiest thing any company can do to strengthen their messaging...glad it resonated.