https://www.bwritr.com/journal/ Notes on writing, translation and corporate communication from Bwritr Sarl, Geneva. en https://www.bwritr.com/sustainability-the-power-of-positive-messaging/ https://www.bwritr.com/sustainability-the-power-of-positive-messaging/ Positive messaging still beats fear at driving action — but 2025 added a new wrinkle: greenhushing. Here's what still works, and what's changed. Wed, 30 Sep 2026 09:00:00 GMT Fiona Freeman https://www.bwritr.com/the-power-of-company-values-how-strong-brand-values-can-be-a-differentiating-factor/ https://www.bwritr.com/the-power-of-company-values-how-strong-brand-values-can-be-a-differentiating-factor/ Two companies in the same crowded sector can say almost identical things about quality. What actually differentiates them is how clearly — and consistently — they communicate what they stand for. Wed, 23 Sep 2026 09:00:00 GMT Romilly Golding https://www.bwritr.com/multilingual-copywriting/ https://www.bwritr.com/multilingual-copywriting/ Machine translation and AI drafting have made "can you translate this" a solved question. What a Geneva multilingual agency is actually for now: cultural register, transcreation judgement, and accountability for what goes out under a client's name. Wed, 16 Sep 2026 12:00:00 GMT Ronald Crawford https://www.bwritr.com/the-dark-side-of-copywriting-what-are-dark-patterns/ https://www.bwritr.com/the-dark-side-of-copywriting-what-are-dark-patterns/ Dark patterns aren't just a reputational risk any more. The EU's Digital Services Act now bans them outright for online platforms, with a first fine to prove it. Wed, 16 Sep 2026 12:00:00 GMT Fiona Freeman https://www.bwritr.com/the-nitty-gritty-of-proofreading/ https://www.bwritr.com/the-nitty-gritty-of-proofreading/ Proofreading used to mean catching typos. Now it also means catching confident, well-formatted sentences that are simply wrong. Wed, 16 Sep 2026 09:00:00 GMT Lucy Topping https://www.bwritr.com/one-brand-four-languages/ https://www.bwritr.com/one-brand-four-languages/ French, German, Italian and English for a Swiss company usually run as four disconnected jobs, and the brand's voice quietly splits into four without anyone deciding it should. What actually stops that, plus the Swiss-specific conventions worth knowing. Wed, 16 Sep 2026 08:00:00 GMT Ronald Crawford https://www.bwritr.com/short-and-sweet-saying-a-lot-with-a-little-2/ https://www.bwritr.com/short-and-sweet-saying-a-lot-with-a-little-2/ Attention is the scarcest resource in any brief. Here's how to say more with less, whether you're writing long form or a single line. Wed, 09 Sep 2026 09:00:00 GMT Lucy Topping https://www.bwritr.com/writing-for-people-who-ask-a-machine-first/ https://www.bwritr.com/writing-for-people-who-ask-a-machine-first/ A growing share of your audience never reaches your page — they ask a chatbot, and the chatbot answers using your words, or someone else's about you. What actually changes in the writing, and what to stay sceptical about. Wed, 09 Sep 2026 08:00:00 GMT Fiona Freeman https://www.bwritr.com/best-practices-in-sustainability-reporting/ https://www.bwritr.com/best-practices-in-sustainability-reporting/ Clear design is as vital as compelling content in sustainability reporting — and now the format itself is regulated too. Our updated round-up of what works. Wed, 02 Sep 2026 09:00:00 GMT Romilly Golding https://www.bwritr.com/eu-ai-act-ai-content-labelling-what-it-means-for-your-copy/ https://www.bwritr.com/eu-ai-act-ai-content-labelling-what-it-means-for-your-copy/ Article 50 of the EU AI Act has been in force since 2 August 2026, and it covers more marketing and reporting content than most teams have registered. What it requires, what the human-review carve-out actually means, and what to check first. Wed, 02 Sep 2026 08:00:00 GMT Ronald Crawford https://www.bwritr.com/copyediting-vs-proofreading/ https://www.bwritr.com/copyediting-vs-proofreading/ Copyediting and proofreading aren't the same job done twice. Here's the difference, and why both matter more now that many drafts start with AI. Wed, 26 Aug 2026 09:00:00 GMT Fiona Freeman https://www.bwritr.com/where-ai-drafts-earn-their-keep/ https://www.bwritr.com/where-ai-drafts-earn-their-keep/ Only 4% of marketing leaders say AI saves them time at every stage of their work. A task-by-task look at where a first draft from a tool genuinely helps a comms team, and where the editing cost quietly erases the saving. Wed, 26 Aug 2026 08:00:00 GMT Fiona Freeman https://www.bwritr.com/how-brands-are-using-language/ https://www.bwritr.com/how-brands-are-using-language/ A lot of brand copy now defaults to the same AI-flavoured register. Here's what's actually cutting through in 2026, and why specificity beats enthusiasm. Wed, 19 Aug 2026 09:00:00 GMT Romilly Golding https://www.bwritr.com/sustainability-reporting-after-the-omnibus/ https://www.bwritr.com/sustainability-reporting-after-the-omnibus/ The population of companies with a live CSRD reporting obligation has fallen by roughly 90% since our last piece on this. Here's where the deadlines actually sit now, who's still reporting in 2026, and what it changes about the brief. Wed, 19 Aug 2026 08:00:00 GMT Ronald Crawford https://www.bwritr.com/magic-words/ https://www.bwritr.com/magic-words/ We look at how copywriters pick words for maximum impact, using the travel & tourism industry as an example. Wed, 12 Aug 2026 09:00:00 GMT Fiona Freeman https://www.bwritr.com/translation-or-transcreation-a-buyers-guide/ https://www.bwritr.com/translation-or-transcreation-a-buyers-guide/ A practical test for marketing teams who have only ever bought translation: how to tell, brief by brief, which pieces actually need transcreation — and why the two are priced, and staffed, differently. Wed, 12 Aug 2026 08:00:00 GMT Fiona Freeman https://www.bwritr.com/how-to-communicate-in-a-crisis/ https://www.bwritr.com/how-to-communicate-in-a-crisis/ How you communicate in the first day of a crisis can matter more than what actually happened. A plan built before you need it is the difference. Wed, 05 Aug 2026 09:00:00 GMT Fiona Freeman https://www.bwritr.com/the-90s-are-back-intranets-are-making-a-comeback/ https://www.bwritr.com/the-90s-are-back-intranets-are-making-a-comeback/ Along with slip dresses, CD players and other nineties trends, intranets are having a moment again. Here's the inside story on this internal communications icon. Wed, 29 Jul 2026 09:00:00 GMT Romilly Golding https://www.bwritr.com/how-to-win-at-sustainability-reporting-and-influence-people/ https://www.bwritr.com/how-to-win-at-sustainability-reporting-and-influence-people/ CSRD's scope has shrunk dramatically for SMEs since the 2026 Omnibus reforms — but the commercial pressure to report hasn't gone away. Here's where things actually stand. Wed, 22 Jul 2026 09:00:00 GMT Romilly Golding https://www.bwritr.com/breaking-language-barriers-the-power-of-multilingual-content-in-todays-global-market/ https://www.bwritr.com/breaking-language-barriers-the-power-of-multilingual-content-in-todays-global-market/ Machine translation made a first draft free. Here's what still requires a person, and why Geneva's own four-language market is the proof. Wed, 15 Jul 2026 09:00:00 GMT Lucy Topping https://www.bwritr.com/why-you-need-brand-guidelines/ https://www.bwritr.com/why-you-need-brand-guidelines/ Brand guidelines matter more than ever — not just for consistency across a growing team, but for keeping AI-assisted content recognisably yours. Wed, 08 Jul 2026 09:00:00 GMT Fiona Freeman https://www.bwritr.com/get-started-in-sustainability-reporting-4-tips/ https://www.bwritr.com/get-started-in-sustainability-reporting-4-tips/ Sustainability reporting has been reshaped twice since we first wrote this — by CSRD/ESRS, then by the 2026 Omnibus reforms. Here's where things stand, and four fundamentals to start with. Wed, 01 Jul 2026 09:00:00 GMT Romilly Golding https://www.bwritr.com/why-storytelling-is-the-future/ https://www.bwritr.com/why-storytelling-is-the-future/ In the data-rich digital age, what truly captivates us is not graphs but compelling narratives. Storytelling, more than just an approach, is seen as online marketing's future. Brands that narrate resonate, bridging gaps and igniting emotions. Wed, 24 Jun 2026 09:00:00 GMT Fiona Freeman https://www.bwritr.com/spark-your-creativity/ https://www.bwritr.com/spark-your-creativity/ Ideas are everywhere, if you know where to look. Read our top tips for filling your content calendar with unique and engaging stories. Wed, 17 Jun 2026 09:00:00 GMT Fiona Freeman https://www.bwritr.com/how-to-create-a-content-calendar/ https://www.bwritr.com/how-to-create-a-content-calendar/ An editorial calendar is a powerful tool for anyone creating content, whether it's for your website, blog or social media. Check out our step-by-step guide. Wed, 10 Jun 2026 09:00:00 GMT Fiona Freeman https://www.bwritr.com/exclusive-interview-anne-korkeakivi/ https://www.bwritr.com/exclusive-interview-anne-korkeakivi/ Meet award-winning author Anne Korkeakivi. Discover her passion for writing, the creative process and the musical inspiration behind her novels. Wed, 03 Jun 2026 09:00:00 GMT Romilly Golding https://www.bwritr.com/stories-to-inspire-change/ https://www.bwritr.com/stories-to-inspire-change/ We need new stories. Inspiring stories, uplifting stories and motivational stories. Especially about the state and fate of the world. Wed, 27 May 2026 09:00:00 GMT Romilly Golding https://www.bwritr.com/why-clear-communication-matters/ https://www.bwritr.com/why-clear-communication-matters/ Clear communication is key to success in all areas of life. It helps us build relationships, boost productivity and achieve our goals. In this blog post, we share tips on how to communicate more effectively. Wed, 20 May 2026 09:00:00 GMT Ronald Crawford https://www.bwritr.com/3-phrases-to-avoid-in-your-sustainability-report/ https://www.bwritr.com/3-phrases-to-avoid-in-your-sustainability-report/ Elaine Cohen, a renowned sustainability report expert, dissects the three most overused and empty phrases in corporate CSR reports. We look at why these are so meaningless, and where the focus should be instead. Wed, 13 May 2026 09:00:00 GMT Romilly Golding https://www.bwritr.com/why-every-brand-should-consider-transcreation-in-their-marketing-strategy/ https://www.bwritr.com/why-every-brand-should-consider-transcreation-in-their-marketing-strategy/ In the ever-globalising world of business, reaching audiences across cultural and linguistic barriers has become paramount. Enter transcreation: an innovative approach that not only translates but also recreates content to resonate deeply with diverse audiences. And in the age of advanced technologies, merging transcreation with AI tools can take your brand's messaging to unparalleled heights. Bwritr, having transitioned from primarily English copywriting to a comprehensive multilingual communic Wed, 06 May 2026 09:00:00 GMT Ronald Crawford https://www.bwritr.com/seven-reasons-to-partner-with-a-copywriter/ https://www.bwritr.com/seven-reasons-to-partner-with-a-copywriter/ You’ve probably heard of copywriting, but do you know what a copywriter does? Find out in our quick guide. Wed, 29 Apr 2026 09:00:00 GMT Fiona Freeman https://www.bwritr.com/lights-camera-action-video-marketing-keeps-growing/ https://www.bwritr.com/lights-camera-action-video-marketing-keeps-growing/ Discover how Bwritr can elevate your brand with captivating corporate videos. Wed, 22 Apr 2026 09:00:00 GMT Fiona Freeman https://www.bwritr.com/heres-to-the-crazy-ones-who-think-different/ https://www.bwritr.com/heres-to-the-crazy-ones-who-think-different/ Discover how storytelling became Apple's secret weapon in conquering the tech world. From the iconic 'Think Different' campaign to today's brand narrative, learn why a compelling story is essential for brand success. Wed, 15 Apr 2026 09:00:00 GMT Ronald Crawford https://www.bwritr.com/what-is-copywriting/ https://www.bwritr.com/what-is-copywriting/ Copywriting is the art and science of using words to persuade people to take a desired action, from clicking on a link to purchasing a product. Copywriters use their skills to create compelling content that resonates with the target audience and convinces them to take action. Wed, 08 Apr 2026 09:00:00 GMT Ronald Crawford https://www.bwritr.com/the-social-dividend-a-path-to-sustainable-corporate-success/ https://www.bwritr.com/the-social-dividend-a-path-to-sustainable-corporate-success/ Discover how companies like Patagonia, Salesforce, Unilever, MSC and Givaudan are embracing the social dividend concept and paving the way for a more sustainable and responsible corporate future. Wed, 01 Apr 2026 09:00:00 GMT Romilly Golding https://www.bwritr.com/heard-of-the-sdg-compass/ https://www.bwritr.com/heard-of-the-sdg-compass/ Find out how SMEs can use the SDG Compass to guide and inform their sustainability goals, and make a significant environmental impact. Wed, 25 Mar 2026 09:00:00 GMT Romilly Golding https://www.bwritr.com/lost-in-translation/ https://www.bwritr.com/lost-in-translation/ Speaking your customers' language is becoming a must if you're thinking of going global. Here's why. Wed, 18 Mar 2026 09:00:00 GMT Lucy Topping https://www.bwritr.com/nine-ways-to-keep-your-content-fresh/ https://www.bwritr.com/nine-ways-to-keep-your-content-fresh/ Unlock the power of content: stay digitally active to keep your brand vibrant. Embrace authenticity and draw from your company's journey. Wed, 11 Mar 2026 09:00:00 GMT Ronald Crawford https://www.bwritr.com/approach/ https://www.bwritr.com/approach/ We take immense pride in doing things differently, by boldly challenging conventions and pushing the boundaries of what's possible in communication. Wed, 04 Mar 2026 09:00:00 GMT Ronald Crawford https://www.bwritr.com/how-copywriting-boosts-business/ https://www.bwritr.com/how-copywriting-boosts-business/ Good copywriting can help you increase sales and brand loyalty. Here's how. Wed, 25 Feb 2026 09:00:00 GMT Lucy Topping