Kranz On Copy: Insights and answers on copywriting and writing copy

Ninety-nine percent of all talk about branding is utter bullshit -- more likely to befuddle marketers than to genuinely bewitch paying customers.

But occasionally, you (meaning me in this case) come across a brand idea with real merit. Take Freitag, for example. They make messenger bags out of recycled truck tarps. So when it came time to build a flagship store, what did they do? They built it out of recycled shipping containers.

That takes guts. But what a masterstroke! In one glance, anyone who sees the building gets the message: here's what Freitag's about -- recycling, transporting stuff, and being genuinely hip & edgy.

Take a look for yourself.