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Copywriting by Mark Shaw

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Interview: Steve Manning, Igor International

Steve Manning is one of the US’s leading brand-naming copywriters. After running a highly popular blog about brand naming, he launched Igor International where he is busy naming and shaping the identities of some of the most high-profile brands across every type of business.

I find the whole idea of work obnoxious, and I’m not qualified to do anything. I don’t like work. I’m 47, and I hadn’t written anything until six years ago. I worked for many years as a film editor and cameraman for a travel channel in New York, but it had been a random choice, like everything else in my life. I decided I’d had a great time traveling the world, but I was going to make a complete change.

I sold everything and flew ...

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