The Word by Sonder and Tell. Writing Worth Reading
The Opinion Header

This month we’ve been dropping teasers of a project we’ve been working on. And today’s the day we’re sharing 12 days of Strategy Stories with you all. An early Christmas gift to you, if you will.

We showcase some of the most exciting brand stories we’ve crafted at Sonder & Tell, interviewing the strategists, writers and thinkers behind DASH, Feedr, Wild Nutrition, Action Against Hunger and Selleb. We also celebrate some of our favourite brand work beyond the Sonderverse – including period tracking and health app Flo, sustainable drinks brand Plink! and stationery brand Papier – and hand the mic to strategists at Ragged Edge and 21st Century Brand. On top of that, we share think pieces on brands like ON and Notion, exploring why we think they’ve risen to the top categories.

To round things off we review the brand landscape more generally, looking ahead to 2023 in an interview with trend forecaster Jill Hawkins. We also speak to Ben Cooper, Strategy Director at eatbigfish, about how strategists can best prepare for the recession (spoiler: hold your nerve).  

When our founders Kate and Emily first started Sonder & Tell, they built the agency to help brands craft better copy. They quickly realised that words, when spun into a story, have the power to rally teams, excite customers and give everyone involved in a brand a north star. So this roundup of 2022’s best brand thinking is a testament to just how powerful and transformational a great story can be. Here’s to another year of helping brands make an impact in the world, one tale at a time.

The Advice Header
“Strategists will be less within their own bubble and will get out into the real world. Strategists will be forced to better consider their target and who they’re building the brand for.”

― Ben Cooper, Strategy Director at eatbigfish, on preparing for 2023
The Advice Header
The Interview Header
Many women and people who menstruate use period tracking apps, but how often do we tune in to what our cycles are telling us? Flo Health’s vision is to become the global health partner to 1 billion globally, by empowering people not just to track menstruation but to actively listen to their bodies and engage with its signals. Anna Chapman, Strategist at 21st Century Brand, tells us about the strategic shift.
The Brand Header
We worked with Selleb this year when the heat of the summer was in full swing. They were so ahead of the curve they had to spend 15 minutes just to explain what they did. The simple version? Their platform sold second-hand collectibles from creators and public figures. Zendaya’s Met Gala dress, Logan Paul’s boxing glove. The challenge for us was to create a brand to communicate their offer for a hard-to impress Gen-Z audience. Our design partners Regular Practice then brought it to life.
What’s the story your brand told this year?

Hit reply to submit your prompt
The Storylist Header


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. 

Know someone else who nerds out on writing as much as you?
Send them The Word

Or have you been sent this by a kind friend?
Subscribe to The Word

This email was sent to <<Email address>>
why did I get this?    unsubscribe from this list    update subscription preferences
Sonder & Tell · Sonder & Tell, Unit 28 · 40 Bowling Green Lane · London, EC1R 0NE · United Kingdom