The Word by Sonder and Tell. Writing Worth Reading
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A couple of weeks ago we teased in our newsletter that we’ve got something exciting to share with you in the lead up to Christmas. We’ve been building our first strategy white paper, jam packed with all you could want to read on 2022’s most exciting brand thinking – festively named: 12 Days of Strategy Stories. 

It includes some of our own handiwork that we’re incredibly proud of: turning misshapen-fruit-infused sparkling water into a brand concept we’ve named The Wonky World View, chasing celebrity status for a hard-to-please Gen Z audience and helping an NGO communicate their mission with impact and tact. To name a few.

Beyond the Sondererse, we’ve spoken to the strategists behind brands such as Flo who are turning periods into power, Papier who’ve turned stationery into a tool for self-discovery and Plink! who’ve made water a waste-free vehicle for joyful hydration. Packed with interviews, practical advice, opinion pieces and even a glimpse into what’s in store for 2023, 12 Days of Strategy Stories is a celebration of all the hard work – researching, conceptualising, writing and refining – that’s gone into building brands that have made waves in the world this year.

If you’re signed up to our newsletter already, the white paper will be on its way to you (the 23rd is the date to watch!). But if you’re a new reader who’s just stumbled upon us (hi!👋) then all you need to do is sign up here. Or know a brand person who might be interested? Send them the link and they’ll thank you later ;)


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“In strategy, words are all that matters. Strategy is your words. ”

― Mark Pollard
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Here at Sonder & Tell, writing and strategy go hand in hand. Our writers Rae and Rosie always write with the brand strategy in mind and the way they write is strategic too. In this interview we had with Chris Hill – then Copywriter & Mentor at School of Communication Arts – we posed the question: ‘Are you more a copywriter who can strategise or a strategist who can write copy?’ He identifies as the former, but says that whatever the case, there’s no point setting off without a map. If you’ve got a strong strategy, it’ll lead the way.
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Since 2016, Spotify have been flipping customers’ aversion to having their data tracked into excitement. The data collected isn’t just hoarded for internal use, but compiled into shareable listening profiles in their end of year marketing campaign, Spotify Wrapped. This year, there's a new addition: listening personalities. Based on four metrics – familiarity vs. exploration, loyalty vs. variety, timelessness vs. newness and commonality vs. uniqueness – Spotify sums up the user’s listening profile with one of 16 archetypes – much like the 12 archetypes often used in brand strategy.
What were your favourite – or not so favourite – brand strategies this year and why? Share your naughty and nice list.

Hit reply to submit your prompt
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Browse our page to see what the team is reading and a few of our favourite brand and copywriting books. When you buy from you're supporting independent bookstores. And we're donating the 10% affiliate cut from our store to BookTrust, the UK's largest children's reading charity. 

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