The creative briefing process -- Mind your Ps and Qs -- Why use ten words when one will do? -- Is it 'its' or 'it's'? -- Spell well -- Consonants divided by continents -- Do you speak marketese? -- Idioms make the heart grow fonder ... -- Cliches -- Metaphors -- Similes -- Would you rather be cuddly or plump? -- Portmanteaus -- All together now -- Rhyme time -- Tongue twisters -- Words from the wise -- The business of quotes -- Is it a bird? : is it a place? : no, it's a sloganeer -- Today's the day ... -- A world of facts -- Top tips -- So what's new.