The written word’s been getting written off lately. SnapChat, Instagram, Pinterest, infographics, emojis and video have been stealing the limelight as words, copy, content, whatever you want to call it take a backseat. We’ve become enamored with the idea that showing, rather than telling, provides a better brand experience.
But the backbone of successfully using these newfangled channels starts with a brand vision well-articulated through strong copy. The continuity of a brand, despite the advent of new media, hangs on the tenor of a singular voice.