FROM A TO Z
“the most boring copywriter in the world”
Before I tell you about me, let me tell you about “no brand” branding. In Korea, the “No Name” brand carries the slogan “No brand. Made for consumer” and has spread throughout Asia. Muji (meaning “no mark”) originates in Japan but is globally prized. Both have built reputations based on quality, in effect establishing strong brands.
The standard for consultants is to tell you about themselves on their About pages and include a headshot. Copywriters tend to sprinkle in sugary creative details, like the marshmallow bits in Lucky Charms: “When I’m not writing, I enjoy playing the harmonica, doing stand-up comedy, and training my two gerbils to do acrobatic tricks.”
I have no interests or hobbies, outside food and Netflix. I do not like to do anything except work. What would a photo of me tell you about my work, really? I abhor talking about myself on social media.
In short, I am a No Name brand: my work and what I have to say about it are what matters.
BA, Fine Art