Thirty-five marketing and communications professionals gathered at Eye for Image's Think International seminar on 5 November to hear about global communication best practices from three of Denmark’s leading companies, FLSmidth, Carlsberg and Coloplast.

In the next issues of WordSpin, we report on ...

Got a new product to launch? Thinking of sharpening up an existing value proposition? When you think you’ve got a winner, try these three quick tests to see if your proposition is likely to fly – or die – in the marketplace.

What separates the good from the great in Danish international marketing efforts? Our experience points to two things: the language companies use when crafting their communications, and the place of communications in the company’s overall business strategy.

The Danish business community has been embroiled in debate about Danish values and their place in the global market. How should we communicate Danish values internationally? Can we use Danishness as a competitive advantage?

Through close work with a client base that ranges from fashion to pharma and consumer goods to high-level B2B, our team of copywriters has learned some important lessons about creating the best client-writer relationships. Here are our tips for establishing a great working process.

With markets becoming more competitive, and marketing gurus telling us that acquiring a new customer can cost five times more than retaining an existing one – there’s never been a more important time to protect and strengthen your brand.

The American comedian Bill Hicks always hated marketers. In fact, he once said, “If you’re in marketing, do me a favour: go kill yourself.” That’s a pretty strong statement, but many company executives are beginning to think something similar. As budgets begin to squeeze they’re asking marketing dep...

Through close work with a client base that ranges from fashion to pharma and consumer goods to high-level B2B, our team of copywriters has learned some important lessons about creating the best client-writer relationships.

Through close work with a client base that ranges from fashion to pharma and consumer goods to high-level B2B, our team of copywriters has learned some important lessons about creating the best client-writer relationships.

Giving in to the urge to tweak professional copywriters' text can lead to unfortunate bloopers - and destroy the clarity and flair of your carefully-crafted messages. Read on to find out why it happens and how you can avoid it.

Whether it’s an earthquake at an overseas factory or a local scandal about a top executive, a crisis is an emergency event that requires a quick response. To minimize uncertainty and stress – and threats to your organization’s reputation – make sure you have a crisis communications plan in place bef...

Apple's newest laptop – the MacBook Air – is nothing short of stunning. And the name is a perfect fit. Air conveys everything you want in portable computing: lightweight, invisible, as effortless as breathing. But when I heard about it, the first thing I thought of was another product with the same ...

Today, climate change and global warming are hot topics. The news media and even the traditionally conservative-minded Hollywood have seized on the global warming issue, with documentary films such as “An Inconvenient Truth” featuring Al Gore (Paramount), and “The 11th Hour” (Warner) helping climate...

Vigor has many meanings: strength, energy and force; enthusiasm and intensity; the capacity for natural growth and survival. In your writing, it’s that final, essential, elusive element that brings your words to life.

No matter what you’ve written before or how many times you’ve written it, every situation has unique elements. You may be facing a new purpose, a new audience, a new medium – or possibly all three.