I’m Alex, and I’m a senior writer. I rummage around brand personalities, which means I’ve been the voice of detergent, ice cream, oil paint, margarine, and dogs, to name but a few.
I studied philosophy, but always wondered if I should have done psychology; writing covers both. Playing with tone, words and sentence structure triggers different emotions and behaviour – it can even build and break beliefs. And, perhaps because I spent ten years in social media marketing, I like the challenge of doing that succinctly.
My favourite behavioural study is the one where parents didn’t know they were judging what their kids could – and couldn’t – do by gender.