What is the Future of Brand Language?

Less abstract. Less formal. Less general.

Language helps to shape the way we think and act. From a creative communications perspective it’s also integral to the way we imagine, create, and develop brands.

MerchantCantos’ Creative Director, Steve Hickson, recently sat down with leading copywriter Barnaby Benson, Managing Director of Barnaby Benson Copywriting, to discuss how brand language has evolved over the last few decades, the emergence of ‘chatty copy’ and tips on how to write better.

What kind of ‘language’ should brands use to communicate their story? How have brands adapted their copy in the digital era? What are the trends in brand copy? These are some of the questions we explore in the interview below.

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