Creative Insights & Resources from nez&pez

Let’s be honest — most brands don’t fail because they’re bad. They fail because they’re indistinguishable. They say the same things. They use the same colors. They chase the same “best practices” that made their competitors invisible. In a world full of noise, sameness doesn’t keep you safe. It makes you disappear.

There’s the Black Hat you see—the crowded expo hall, the buzzwords, the giveaways. And then there’s the one you feel—the startup optimism, the late-night pitch contests, the moments where someone says something real over a frozen drink in an ice bar.

The quality of your writing can make or break a campaign. Effective storytelling, engaging content, and compelling messages are crucial to capturing the audience's attention. But what exactly is the role of great writing in advertising, and why is it so important?

In the early days, no one owes your brand attention. No one cares that you’re “innovative” or “passionate.” They’ve heard it before—from every startup that came and went. Credibility is the shortcut to trust. But here’s the catch: You don’t get credibility by saying you’re credible. And you certainly don't get trust by saying you're trustworthy.