Alex Moore

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Articles

Is your brand voice in the clutches of cultural cringe?

1 month ago | mumbrella.com.au | Nathan Jolly |Alex Moore

Recently, I spotted a great LinkedIn post about the overeagerness of brands to embrace the ‘bestie’ tone of voice. This ‘YourCoolFriend™️’ expression, as the author calls it, comes across as an “HR manager who sends too many GIFs in Slack”. The negative overtones are clear. But if you’ve been paying attention to the cultural shift against anything millennial, you knew this was coming. The death of the brand as your best friend is entirely predictable because it’s just how these things work.
How Mansory's bold copywriting redefines luxury branding

Jan 8, 2025 | insideretail.com.au | Alex Moore

Rarely do we see prose that represents a true shift in tone or character. More often than not, brands stick to the safety of conversational and genuine. Some push the boat out a little but, add a touch of youthful flair or a dose of contemporary irreverence. Even then, it feels like we’ve seen it all before. Until you stumble upon Mansory. For the uninitiated, Mansory is a luxury car modification firm based in Germany and big in Dubai.
Meta ditches fact-checking ahead of Trump presidency

Jan 7, 2025 | mediacat.uk | Natasha Randhawa |Aaron Goldman |Alex Moore |Simon Stokes

Meta is scrapping third-party fact-checking and will recommend more political content across its platforms, including Facebook, Instagram and Threads. CEO Mark Zuckerberg announced in a video posted to Facebook today that the company will be taking a more ‘personalised approach to political content’ and embrace moderation via crowdsourcing, citing a desire to enable ‘free speech’. ‘We’ve reached a point where it’s just too many mistakes and too much censorship,’ said Zuckerberg.
The Vineyard

Nov 27, 2024 | escapismmagazine.com | Alex Moore |Simon Brown

In 1982, British businessman Sir Peter Michael bought Sonoma County’s Sugarloaf Ranch with a clear mission in mind: “to produce handcrafted single-vineyard wine in the terroir-driven tradition of Burgundy and Bordeaux, under the California sun and in California soil.” At the time, it was an unprecedented challenge, but thanks to some dogged determination – plus a little assistance from some of the biggest names in winemaking (not least Helen Turley, Mark Aubert and brothers Luc and Nicolas...
Why Brands Should Give A Crap About Reactive Marketing

Aug 20, 2024 | creativebrief.com | Alex Moore

Reactive media can be a powerful tool for driving cultural currency and brand growth, here's how brands can capitalise on this trend Group New Business & Marketing Director The Specialist Works In today's fast-paced media landscape, the ability to react quickly and effectively to breaking news and cultural moments can significantly boost a brand's visibility and relevance.
Sweat the small stuff: How brands can make more of their micro moments

Jul 3, 2024 | insideretail.com.au | Alex Moore

Sure, big is grand. But small is just as exciting. You see, humans are drawn to the finer details. Those little elements capture our curiosity and stimulate the mind. They signify craftsmanship and cultural nuance. They also help things stand out or stand the test of time. From online CTAs to in-store POS, the smallest spaces often present the biggest opportunities to show off your brand’s unique character. All it takes is a little clever thinking and writing.
What brands can learn from cosy games

Apr 22, 2024 | mediacatmagazine.co.uk | Becks Collins |Kate Knowles |Grace Gollasch |Alex Moore

In the cosy PC game Unpacking, players unpack moving boxes and place items around an empty house. That’s it. The visuals are ultra-basic, Game Boy-style. The music is soothing. The items are bright. There are no times or scores. It’s won a ton of awards and is hugely popular. Cosy games aren’t totally new. Harvest Moon was huge in the ’90s, the precursor to recent smash hit cozy farming game Stardew Valley. In recent years, however, they’ve become their own, ever-expanding genre.
How Aldi, Coles and Woolworths use brand character to drive distinctiveness

Dec 21, 2023 | insidefmcg.com.au | Alex Moore

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How Aldi, Coles and Woolworths use brand character to drive distinctiveness

Dec 20, 2023 | insideretail.com.au | Alex Moore

One is green and fresh. One is red and down. The other is blue and different (in a good way). These are the codes through which we view our supermarkets. Like shortcuts to meaning in the brain, they help us make quick decisions about where we head for the weekly shop. But beneath these codes, there’s something else at play — something that makes you an unwavering Coles champion, or an Aldi aficionado. And it goes way beyond colours, price, and taglines. We’re talking about brand characnd character.
New Digital Competition Laws for Australia

Dec 7, 2023 | open-web-advocacy.org | Alex Moore

The Australian government has agreed to new competition laws for digital platforms!This is excellent news and will pave the way for fair and effective browser competition on all operating systems & allow Web Apps to compete on an equal footing with Native Apps.