BE UNAMBIGUOUS. BE WARM. BE SLOW TO PASS JUDGEMENT. According to psychologists, these are the keys to good communication.
 Broadly speaking, we follow similar rules in our business too, nobody wants to create a brand personality that’s a bit vague, unfriendly and mean spirited. To increase the chances of our messages being well received, rather than rejected, we torture test them. You need to imagine you’re the most skeptical member of the public, then you question like there’s no tomorrow. ForRead more