Soul, Inc.: A Copywriter's Guide to Creating Meaningful and Memorable Brand Identities

Brands that make an impact and have staying power do one thing: they mean something real to the people they serve. In Soul, Inc., copywriter Michael Phillips opens his playbook for building soulful brands—the kind remembered for their purpose, not just their looks. This is a practical, sleeves-rolled-up guide to crafting a verbal brand identity that creates a meaningful and lasting connection to its audience: names, taglines, voice, stories, websites, ads, and more. Mike learned by doing—ov...