Can you sum up a brand in one word?

tl;dr: oh yes. As long as it's a helluva word.

Hello hello 👋

Happy New go-round-the-sun. I wasn’t due to send a Tone Knob this week – but yesterday I was telling the story you’re about to read to a client, and it occurred to me youze all might like it. (I first shared it in The Notices about a year ago.) It’s a bit different to the usual nerdy dive into a specific tone of voice. But, well, you’ll se…