30+ years of professional writing: journalism, advertising, strategies, videos, scripts, white papers, positioning, advocacy, and content – each experience builds new learning.
Working with Richard Toker at Branderos has opened the door to a world of small and medium-sized businesses that serve as the engine of the Canadian economy. This entrepreneurial landscape is branding cowboy-style.
Through a career spanning more than 30 years, Joel has written journalism, advertising, marketing, brand strategies, corporate communications, videos, white papers and scripts. The message is never the same. The audience is never the same. The voice is never the same. Tuning the written voice to the specific brand, context and audience is similar to the way a musical composer would score a piece to match its tone, structure, emotional temperature and vernacular. Joel brings this nuanced approached to writing to all his work.