The Business of Branding

Why be one of the overwhelmingly mediocre businesses and brands in the world?
Be Different, Be Relevant, Be Valued, Be Credible, Be Fun.
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I love well-written copy. That is why I am sharing this work by colleague, Magnus Jakobsson of DDB Stockholm. The client is Swedish alternative/pop-culture retailer Papercut. But the copy takes the reader on a different story. In the end, the “alternative” tale fits the brand.

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