I’m Nick, or Padders, and I do a lot of our tone of voice and naming work, as well as anything that falls onto the wordy side of brand strategy.
If I had to sum up what I do in a nutshell, and I do, because that’s exactly what’s going on here, I’d say my thing is creative hooks. That might mean a clever way to make a tone of voice catch fire (in a good way) in an organisation. Or a big idea that makes a brand video stand out from the crowd. Or a strapline that neatly completes the story started by the brand name.
Hands down, my favourite behavioural study is the one where nobody likes a Hershey’s Kiss unless it’s free.