When it comes to writing effective copy, trust matters now more than ever. We’re not just telling a story, we’re having a conversation with people — we’re talking, we’re listening and, hopefully, we’re understanding.

How can creators win the war for our attention? Sometimes even the best and brightest in the business don’t know what will and will not be a success. Let me tell you a tale of the baby, the cat and the hunter.

It seems like every company, from mainstream to niche, is pairing up with popular figures to help promote their products or services. If you want to try this strategy in your space, one big challenge is knowing exactly where to start. Read on for some steps on how to find and start working with influencers. 

Brand identity can sometimes be hit or miss. Here are some hits — and some misses — from recent brand transformations and developments.