How Surreal, Innocent & Great Copy Wins Brand Fans (Without Losing The Plot) ft. John Thornton

Episode notes

Can you build Brand Advocacy in punchlines? John Thornton thinks so. Kind of. Verity sits down with Surreal's Senior Creative (and ex-Innocent wordsmith) to break down how brand voice becomes a business asset, how humour fuels loyalty, and why you should definitely check your QR codes before a campaign launch. This isn’t another chat about tone of voice. It’s a behind-the-scenes on… The truth about "funny" copy that drives action. What most brands misunderstand about distinctiveness. The forgotten value of comments, not campaigns. Why authenticity is less about saying the right thing, and more about knowing your place (and being flexible on your fonts). John shares the good, the bad, and the copy & collaborations that helped Surreal drive major awareness. Innocent, too. Whether you’re a brand builder, copywriter or just here for the laughs, there’s no fluff; just real talk from someone who knows how to make cereal & smoothies go viral. Turn it up to learn: How to Create Copy that Converts, Sans-Corporate Feel: When the tone’s too polished, people scroll past. When it’s too offbeat, they don’t trust you.

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