WHITE PAPERS
THE PRACTICE'S PUBLISHED
THINKING ON BRAND LANGUAGE ARCHITECTURE™Where the discipline is argued in full. Each paper sets out a part of the structural case for governing brand language at scale – written for the reader who wants the architecture beneath the position. Free to download.
WHITE PAPER NO. 01BEYOND GUIDELINES
BEYOND GUIDELINES.
Brand equity lives in language. Yet most organisations govern that language through tools designed for a simpler era.
This paper makes the case for a different model.
Brand equity lives in language. Yet most organisations govern that language through tools designed for a simpler era.
This paper makes the case for a different model.
WHITE PAPER NO. 02AI IS ALREADY
WRITING YOUR BRAND
BEYOND GUIDELINES
Brand equity lives in language. Yet most organisations govern that language through tools designed for a simpler era.
This paper makes the case for a different model.
Whether formally or informally, AI is writing for your brand today, at scale. This paper examines the exposure, explains why guidelines no longer hold, and sets out the structured way to see where your organization stands.
WHITE PAPER NO. 03YOU ARE HERE
BEYOND GUIDELINES
Brand equity lives in language. Yet most organisations govern that language through tools designed for a simpler era.
This paper makes the case for a different model.
Under AI, brand language is written at volume by people and tools working from impression. The paper sets out the four states brand language can occupy, and why almost every organization reads its own a level too high.