I have nothing to write today. In fact, I’m questioning this whole blog thing. I read other blogs and think, “So what? Why waste the energy”

So I’ll try to think up something interesting to say.

<36 seconds later, she looks at her bookshelf>

Ok, here’s something. I’m totally enamored by Marty Neumeier’s book, The Brand Gap: How to Bridge the Distance Between Business Strategy and Design. I wish every client I work with would ingest this book.

A confession: I draw on this book all of the time when clients ask me questions about branding. Just last month I worked on a naming project and I urged my client to answer the “three little questions,” which actually come from Greg Galle of Creative Capital, but form the essence of Neumeier’s “Differentiate” chapter.

1. Who are you?
2. What do you do?
3. Why does it matter?

Deceptive questions that demand clarity. So I’ll answer them for Wordslinger.

1. Wordslinger is a copywriting firm.
2. Wordslinger writes corporate poetry.
3. Wordslinger matters because words are more important than ever before. With so much information overload, every word matters. We help you pick out the best words to communicate with your customers.

It was not easy to answer these questions. It took me 45 minutes, and I do this for a living.