Consistent, short, engaging; writing and video are the most undervalued part of any consumer facing company. Good copy reinforces a "brand personality" which l

Consistent, short, engaging; writing and video are the most undervalued part of any consumer facing company. Good copy reinforces a "brand personality" which leads to a feeling of connection. Whenever I consult I always tell companies, a company cant and never will be considered a "friend" by any consumer. A company wont help you move places, go drinknig with you, or give you personal advice. The goal companies should aim for is to make a company/brand feel like a "familiar acquaintance." If people feel a companies brand personality is consistent and they are comfortable with the company existing some place in the web of their life to be called upon in a limited number of scenarios they are doing the most you can do. See: Virgin, GroupOn, Google