Core Brand Words

My particular skill – or so I get told – is capturing a company or brand’s authentic voice in words.

The authentic voice is usually already there. It’s the way a company thinks, acts, breathes. I talk with you on Team or Zoom, listen a lot, and then turn that intelligence into a cogent set of memorable short-form and longer-form words.

This is where the alchemy of word wizardry happens.

It can be a simple 5 word headline, a 100 word digital or print ad, or a 250 word corporate boilerplate that represents the essence of your business, brought to life on your website’s homepage.

The Brief

The Ritz London is arguably the most famous hotel in the world. A few years ago, it was restored to pristine condition, exactly as its founder César Ritz had seen it.

I was asked to capture that magnificent restored reality in one line and then supporting words for the web
and advertising:

The Words

“One man’s vision, resplendently alive.

The Ritz London is an experience that defies description.

Enter its doors to discover the irresistible allure of a legend.

Cesar Ritz’s vision is resplendently alive. But it’s not just the physical environment.

There’s an attitude to service you thought had disappeared forever, a personalised attention to every last detail.

To say this is a Grand Hotel falls so far short of the reality.

This is The Ritz.”