The Good Comms Edit - Issue #8 - 30.03.26

A weekly edit of the stories shaping PR, marketing and modern storytelling

There’s a particular kind of communication that feels well judged and right for the moment it’s in. This week’s edit looks at three examples where brands have done exactly that by leaning into constraint, consistency and contrast.

1. When less really does more

Example: Apple’s continued use of minimal product storytelling

With the recent rollout of its latest product updates, Apple has once again leaned into what it does best ... restraint. Clean visuals, few words, a single good idea, repeated clearly.

While much of the industry continues to layer features, benefits and messaging into every launch, Apple’s communication remains focused on what matters most and trusts the audience to fill in the gaps.

Why it matters: Restraint is a strategic choice. In a crowded landscape, clarity and simplicity often signal confidence more powerfully than complexity.

Practical takeaway: Before finalising your next piece of communication, ask, "What could we remove without losing meaning?" If the answer is “quite a lot,” you’re probably on the right track.

2. Consistency as a brand asset

Example: Duolingo’s ongoing TikTok presence

Language-learning app Duolingo continues to show how consistency can become one of the strongest assets in modern brand communication.

Its TikTok content, built around a very specific tone of voice, recurring humour and a slightly chaotic brand personality, has become instantly recognisable. You know it’s Duolingo before the logo appears and this isn’t accidental, it’s repetition, refined over time.

Why it matters: In a world of constant content, recognisability beats originality. Brands that commit to a clear tone and repeat it consistently build familiarity and familiarity builds trust.

Practical takeaway: Instead of asking “what should we post next?”, ask "What do we want to be known for and are we repeating it often enough?"

3. The power of contrast

Example: IKEA’s “Proudly the Second Best” positioning

IKEA continues to use its long-running line “Proudly the second best” to position itself against perfection.

Rather than presenting itself as the centre of people’s lives, IKEA acknowledges something more human, that home is built around everyday moments, relationships and imperfections, not furniture alone. It’s a simple idea, but it's a really powerful one.

Why it matters: Contrast cuts through. By deliberately not claiming to be the most important thing, IKEA becomes more relatable and, ironically, more memorable.

Practical takeaway: Look at your category and ask, "What is everyone else claiming?" then consider whether stepping slightly away from that claim might make your message land more effectively.

The Pattern This Week

Across these three examples, a shared principle emerges ... Good communication is often about discipline. Knowing what to leave out, what to repeat and where to position yourself in relation to everything else. It’s not always about doing more, quite often, it’s about doing less, but doing it better.

At Everything & Nothing, this is the kind of work we keep noticing ... the communication that feels simple on the surface, but is anything but accidental.

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About Everything & Nothing

Everything & Nothing is a PR, marketing and communications studio working with organisations, artists and brands who care deeply about how they show up in the world.

We help people find the signal in the noise shaping clear, credible stories that build trust over time. Our work sits at the intersection of strategy and storytelling, combining sharp thinking with calm execution, and a belief that good communication should feel human, considered and purposeful.

We’re interested in work that lasts, not just what lands loudly, but what lands well.

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Written by Karen Anderson - Co-Founder of Everything & Nothing