Back in my agency days I had a client whose in-house design team was responsible for laying down the law regarding their online brand standards. It is of course right that they should take ownership of their brand. One of their laws, however, was that all headlines on their website should be in title case. Allow me to explain why this is a bad idea.

I’ve been wilfully ignoring the Old Spice hype. That kind of makes me a bad creative guy in advertising/marketing terms, because I’m supposed to be hyper-aware of new media strategies, and (I think) because I’m supposed to cheer on successful creative, even if it wasn’t created by anyone I know, out of solidarity, or perhaps good sportsmanship.

I really have to work on my rhetorical style. And by that I mean to say that I don’t think it’s the rhetoric that’s the problem so much as the delivery. I make what I think is – what I know to be a perfect conversation-ender and then turn as if to walk away, and at that instant, someone says “Yeah, it’s like when…”