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Distinctive assets lower ‘attention memory threshold’, finds VCCP Media

Chris West, 16.05.2025

Shelter’s MP-chasing social housing campaign

Chris West, 16.05.2025

Why TV advertising is not a risky business

Chris West, 16.05.2025

AI Overviews reduce clicks by ‘up to 66%’

Chris West, 15.05.2025
All Latest »

Distinctive assets lower ‘attention memory threshold’, finds VCCP Media

Chris West, 16.05.2025

AI Overviews reduce clicks by ‘up to 66%’

Chris West, 15.05.2025

Uber Ads’ head: agencies are waking up to the power of attention

Chris West, 12.05.2025

Ask Faris

Chris West, 09.05.2025
All Insights »

Why TV advertising is not a risky business

Chris West, 16.05.2025

The Trade Desk’s open-web forecast

Chris West, 15.05.2025

PMax: a step in the right direction but a long way to go

Chris West, 13.05.2025

Primal scheme: how attention, memory and emotion work together

Chris West, 08.05.2025
All Perspectives »

Chris West

CEO, Verbal Identity

Chris is the ‘Head of Voices’ at the ‘world’s most successful’ brand tone of voice agency’, Verbal Identity. He’s the author of the #1 bestselling book on brand tone of voice, Strong Language. Before starting his own firm, Chris was a multi-award winning strategic copywriter for his work on adidas, British Airways and The Conservative Party. As well as writing for Mediacat Magazine, he is also a contributor to the UK nationals, including The Guardian and The Sunday Times, and he wrote the screenplay of a movie which went on to win ‘Best Film’ at the Barcelona Film Festival. He still helps clients of all sizes create strategic brand voice guidelines from the framework that his company developed and then train their copywriters to adopt the brand tone of voice.

ALL ARTICLES

Fixing the national (empathy) deficit

'Storytelling has been a recurring trope of political marketing'... 26.06.2024

What does it take to create a truly human voice? A machine

Too often, writers write about the product, not its use... 09.01.2024

Brands aren’t absolute: they exist in relation to a changing world

Chris West digs into debranding and rebranding... 01.09.2023

Annie Duke: business lessons in sticking and quitting

We all have a problem knowing what to quit, when to quit and how to do it... 30.05.2023

What three types of empathy will work best for your brand?

Emotional empathy and empathic action - in relation to brands... 27.02.2023

Three books on creativity: and how to survive zombies

Chris West, CEO of Verbal Identity, reviews three books on creativity... 08.03.2022

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