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Sound Off

A look at the hangups around taglines in agency branding—and the agencies owning them as powerful tools for sharp brand positioning.

Emily Penny

Sep 4, 2025

Featured

Wellness-influenced storytelling is everywhere in CPG. Here are some brands evolving the storytelling narrative, and a few that are lagging behind.

Izzy Colón

Sep 3, 2025

Verbal Archive

Traction brands rebranded Mucky Duck with a voice designed to linger in people's hearts and minds.

Gerald Westlund

Aug 28, 2025

Sound Off

A guide to finding your brand’s most valuable asset: the enduring hook that sticks with the brand.

Bo Bishop

Aug 20, 2025

Verbal Archive

See how The Working Assembly crafted a brand voice to match Union Square’s many moods and niches.

The Subtext Editorial Team

Aug 11, 2025

Interviews

Nomad Studio’s Stu Watson and Isabel Maguire share how they modernized The Economist’s voice while maintaining its connection with loyal readers.

The Subtext Editorial Team

Aug 6, 2025

Resources

Our resource library is an ever expanding collection of inspiration curated for writers and creatives. Find helpful tools, recommended books and articles, invaluable websites, and more.

Verbal Archive

The AJC’s new verbal identity embraces its Southern roots, combining top-tier journalism with a bold, relatable voice that reflects the diverse spirit of the South.

Cameron Leberecht

Jun 27, 2024

Featured

Sound Off

Loah’s playful tagline charms, but does the rest of their messaging hit the mark? A review of the highs and lows of their brand identity and copy.

March 29, 2024

Featured

Freelance copywriter Gemma Strang dives into the creative benefits of playing board games as copywriters and the best ones you should check out.

December 6, 2024

Sound Off

Hanna Sorbito shares her unique insights on producing great copywriting as a bilingual copywriter.

October 28, 2024

Sound Off

Discover how reporting techniques shape compelling brand writing through interviews, research, and fact-checking.

September 6, 2024

Featured

Think beyond the Moleskine. Ditch the coffee mug with a typewriter on it. This gift list / wish list proves that gifts for copywriters can be thoughtful, without thinking too hard.

December 15, 2023

Sound Off

Great copy sings like a melody. Robin Albin explores how the musicality of words—rhythm, rhyme, and sound—elevates copywriting and leaves a lasting impact.

June 20, 2024

Sound Off

Discover the journey behind Between The Lines, Zosia Swidlicka's zine exploring the often overlooked but vital role of brand language in shaping a brand’s identity.

April 10, 2024

Featured

Pamela Henman celebrates The Subtext's success after one year, encouraging writers to submit raw, bold ideas, offering a space for free expression and creative writing.

July 31, 2024

Submissions

At The Subtext, we celebrate great writing and fresh perspectives. Have an article idea, new work to showcase or an interview request? We can't wait to hear from you.