A Monthly Meditation on Branding and Language
From Your Favorite Copy Shop, Editorial Emergency

#30 (July 31, 2009): This Time It's Personal

This issue explores the resume as personal branding; proffers a semi-tutorial on that everyday punctuation hero the semicolon; cheers a nerd-rock masterpiece from the '70s; and jeers an indigestible combo platter of Not Our Clients. Speaking personally, we think it'll work for you. Read on.

The Resume as Personal Branding

ImageIt's no secret that competition for jobs is fiercer than ever. And as the stacks of resumes grow taller and the eyes of HR staff grow wearier, it behooves the thoughtful candidate to find a way to make that rectangle of type into something more than a wan recital of past tasks and responsibilities.

That document is your ambassador, so it needs to do more than rehash old job descriptions; it needs to pique the peaked attention of overburdened employers.

Ladies and gentlemen, I give you the resume as personal branding tool.

"Consider your resume the same way you think of your business card, your website, your interview outfit, your everything. It's all part of a promotional package that tells me who you are," insists recruiter Keva Dine of The Keva Dine Agency, Inc., who not only screens candidates for her employer clients but also offers "custom-branded resumes" via the subsidiary TKDAResume* (and whose insights into personal branding for job-seekers could fill several issues of Editorializing). "If I don't 'get' you after reading your resume — skimming it, if you want the truth — you haven't effectively differentiated, or branded, yourself."

Read the rest here.

Red Pen Diaries: Semicolons — Not Just for Winking

ImageAdmit it — you're afraid of semicolons.

Lots of folks, even professional writers, will cop to this phobia. No fear? Prove it (or engage in a little immersion therapy) by reviewing the following pairs of independent clauses and identifying the ones that would be better served by a semicolon than the period you see there now.

A. The milkweeds clearly needed watering. Their leaves were drooping in the blistering midday sun.

B. The hillside landscape glows rose-gold. The hummingbirds dart hither and yon among the pitcher sage.

C. The adolescent red-tailed hawk couldn't quite get his lines right. Instead of the piercing, high-lonesome cry heard in so many Westerns, all he managed was a squawk.

D. I saw a cat on the driveway devouring a lizard, the reptile's lower half contorting in protest as it disappeared between the predator's jaws. I recall there being a cat in our neighbor's house when we gave him his mail, but I couldn't be certain this was the one.

E. The Plumeria flower has a delicious vanilla-bean aroma. I'd like to make ice cream out of it.

Read the rest here.

Round and Shiny: "801 Live" Lives

Image1976 was a transitional year for pop. Glam was in its death throes, morphing into stack-heeled bubblegum; "progressive" rock had climbed to ever-airier reaches of complexity; blues-rock was losing steam; punk was on the horizon. That was the year 801 made its lasting, uncategorizable contribution to the pantheon.

Less a band than a sort of floating side project, 801 was largely a platform for musical adventurer Brian Eno, who'd donned mascara and ostrich feathers as synthesizer player for U.K. art-rockers Roxy Music, and Roxy guitar wizard Phil Manzanera.

Eno parted ways with RM after the release of their 1973 sophomore album, spending the next several years creating his own warped, playful pop on records like "Here Come the Warm Jets," "Before and After Science," "Another Green World" and "Taking Tiger Mountain by Strategy."

Read the rest here.

Not Our Clients: Pita Pity Party Edition

We know "Mediterranean" isn't the easiest word to spell. But we've never seen it quite so awfully, falafel-y mangled:


Best of all, this is the NAME of the establishment in question (which also does "katering," in case you want to entrust them with your next party). They spelled it right on their sign, but whoever drew the short straw and had to get business cards printed up probably shouldn't be given any future branding assignments.

Hungry for more? Dig into our latest piping-hot Not Our Clients here. And if a sign, article, web page, bench ad or other message has killed your appetite, drop it in a virtual doggie bag and send it to us at This e-mail address is being protected from spambots. You need JavaScript enabled to view it post haste. If we choose to serve it up in a subsequent issue, we'll send you a delicious iTunes Music Store gift card. (Oh, and belated thanks to dedicated reader Lena Potapova for contributing the notorious "Secretery" ad to our previous issue.)


Editorial Emergency puts words in your mouth.
Assuming you're a marketer, creative, lifestyler, publicist, artist and/or do-gooder
who wants to connect with and persuade consumers.
We've worked for these kinds of clients on this kind of stuff.

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