Fiat Coupé
In Italy, no one grows up wanting to be a train driver.
We noticed nobody buys an Italian car to get to Swindon.
The launch sold out in its first few months.
Everyone sounds the same now.
Machines can write.
They can’t notice.
The Copycourse is Gideon Todes, ex-Saatchi & Saatchi. We find the thing only your company could say, then rebuild the brand around it, top to bottom.
Job no. 05368324 / Final art v.37 / London N7
There’s something under the slop. Move your cursor.Drag a finger.
02 The argument
Machine text is a ready meal.
It’s perfectly structured. It makes fewer mistakes than most writers. It summons the basic research in seconds. It will absolutely feed you.
It also can’t do fresh herbs, because they go off. It can’t do crunch, because crunch goes soggy. The aromas come out muted, and after a while every meal from the factory tastes of the factory.
That’s fine if you’re hungry. It’s a problem if you’re trying to be different, because your competitors are shopping in the same aisle.
The answer isn’t to ban the microwave. It’s to add the one ingredient the factory can’t get. A real conversation with a real customer. A detail so specific that nobody could have made it up, because nobody did.
03 A small test of nerve
The Twizzler Test.
Paste in your homepage headline. We’ll be polite about it for roughly one second.
Or try
0.0/10 slop
Waiting for you to be brave.
- 0.5 Chivas Regal, “Father’s Day” David Abbott, 1980
- 1.5 Goldman Sachs, on world models
- 1.5 Freshfields, on the NDA consultation
- 3.0 McKinsey, economic outlook
- 6.5 An accountant’s press release
- 8.5 An “HR trends” blog
This is a toy: a few dozen lines of JavaScript looking for a few dozen phrases, and nothing you type leaves your browser. The benchmarks come from our Slop Factor tracker, which is a proper audit, read properly. How we scored them.
04 Noticing
Nobody ever found a brand in a dashboard.
Proprietary observation will beat proprietary data.
Michael Burtov, NSU Broward Center of Innovation
The sticky note on the monitor.
The spreadsheet nobody admits is mission‑critical.
The late‑night phone call.
The exception the software never anticipated.
What noticing actually finds
Companies don’t buy office coffee machines to save a trip to Starbucks.
They buy them because the foyer becomes the watercooler. When a bank call centre had whole teams take their coffee breaks together, call-handling time fell by
0% overall
0%+ in the weaker teams
Alex Pentland, MIT. Harvard Business Review, 2012. The selling point was there all along. Someone just had to notice it.
05 The lines
01 / 07
06 For companies thinking of a rebrand
Most rebrands stop at the logo.
A brand isn’t what the agency presents in the boardroom. It’s every sentence your company says when nobody from marketing is in the room. So we start at the top, and we keep going.
- 01The nameCan you say it down the phone without spelling it?
- 02The thoughtThe one sentence only you could say. Usually found in the customer’s mouth, not yours.
- 03The lookLogo, type, colour. Important. Also the bit everyone thinks is the whole job.
- 04The voiceHow you sound when you’re selling. And how you sound when you’re sorry.
- 05The campaignTelly, posters, the side of a bus. We’ve sold out a Fiat this way.
- 06The filmsComplicated things, made simple. We once explained geostationary orbits for SES Astra.
- 07The evidenceYour customers, filmed, in their own words. Then cut into video, articles and search content.
- 08The small printThe invoice. The out-of-office. The sign on the van. Nobody else will read them this closely.
07 Who’ll actually turn up
Gideon Todes
Gideon learned the trade at Saatchi & Saatchi, then spent a career in some of the best agencies in the business, taking big brands apart and putting them back together, top to bottom.
He has launched an Italian coupé, explained satellites, sold wine with a joke in French and trained a great many people to think creatively.
He still does the interviews himself. It’s the bit he won’t hand to a machine, or to a junior.
08 One last thing
We’ve been noticing you.
THE COPYCOURSE LTD
NOTICING DEPT.
79A TABLEY ROAD, N7
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NOTHING WAS SENT ANYWHERE.
NOTHING WAS STORED.
THANK YOU FOR READING.
All of that took a few lines of code. It can tell us what you did. It has no idea why.
For that, someone has to sit down and ask.
Now imagine what we’d notice about your customers.
Next step: a one-hour call to work out who to talk to first.
+44 7802 859196 gideon@thecopycourse.com