February 2025
The brand voice myth
Everyone says they want a distinctive brand voice. Most mean they want to sound a bit more like Oatly. Here's what actually makes a voice stick.
6 min readWriting
On marketing, language, and what brands get wrong about both.
November 2024
Why Central European brands are chronically underconfident
There's a particular kind of modesty that afflicts brands built east of Vienna. It's not humility — it's fear dressed up as taste.
8 min readSeptember 2024
What copywriters can learn from translators
A sentence that works in Czech often fails in English — not because the words change, but because the cultural logic underneath does. This is also true within a single language.
5 min readJune 2024
The case for the long tagline
"Just do it" is a myth we've built a whole industry around. Sometimes the most honest thing a brand can say takes a full sentence.
7 min readMarch 2024
On being a marketing consultant who hates most marketing
I got into this work because I believed brands could say things worth reading. I still do. But it's harder than it should be.
4 min readJanuary 2024
Founders are usually the best copywriters in the room
The instinct is to hire someone to "professionalize" the voice. Sometimes the voice is already there — it just needs a framework around it.
5 min read