This client wasn’t talking about philosophy. She was talking about how to brand a range of biscuits. She had a ‘brand key’ which everyone had signed off, but no-one knew how to use it.

It isn’t just biscuits. We’ve met mobile phone companies, banks and government departments with the same problem. They have all sorts of lines that are ‘internal’. But no-one can say what they’re for.

We think business is better off without this brand blah.

It’s why we started We All Need Words. We’re here to help you say what you do and how you’re different.

We help with the thinking: what you’re trying to say (what’s different about you or your strategy).

Then we help with the words: how you say it (your tone of voice).