I’ve moved from Reno to Dallas back to Reno back to Dallas– funny thing about Texas and Nevada– everyone thinks Vegas and Reno are close, like Dallas to Ft. Worth. Nope. Nine-hour drive. Reno’s close to Tahoe.
I’m a copywriter first, creative director after that. I’ve created long-term brand ideas for Corona Beer, Motel 6, The Home Depot, Raley’s Supermarkets, Advocates United, Wolf-SubZero-Cove, Canada Dry, and a whole host of others. I’ve written catalogs for Walmart; a website for neurological imaging; a brand identity package for a hardwood lumber company and a TV campaign for an auto repair shop that helped save the business and lots of jobs. I’ve done three stints at The Richards Group. In between, I was a creative director at smaller shops, larger shops and my own shop.
Every brand has a voice. A writer adapts to that voice. Some brands are humorous, some serious; some informational, and some just in it for the sale. While I believe writing is a craft, pure and simple, branding is a bit more nuanced. A brand has to make the audience feel something and when done correctly endear itself to its audience, which is halfway to a sale.