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But a process is a boring explain, and in the spirit of a picture being worth a thousand words, Punchline’s created a new explanatory diagram. As seen above, it outlines the process of unearthing a message essence for proposals, presentations, campaigns, copy and taglines. The message arrow, seen below, was put together by Punchline’s collaborative … Continue reading For message making process, a picture is worth a 1000 words

Many people are scared to use metaphors. Sometimes rightly. An over-used, too familiar metaphor is brushed aside and quickly ignored by a reader. But done correctly, a metaphor is like the first sip of a cold beer on a hot summer’s day…hitting the spot perfectly. And don’t think their use is a recent phenomenon necessitated … Continue reading Why you shouldn’t be afraid of metaphors