Podcast Summary: Dare to Question the Noise — Vikki Ross

Podcast: Daring Creativity. Daring Forever.
Host: Radim Malinic
Guest: Vikki Ross (Copywriter & Global Tone of Voice Specialist)
Date: October 27, 2025

Episode Overview

In this episode, Radim Malinic welcomes back Vikki Ross for an honest and thought-provoking exploration of what it means to be creative—and communicative—in a noisy, rapidly changing, AI-saturated world. They dive into keeping copywriting human, finding brand voices amid panic and sameness, the perils of trend-chasing, and the true meaning of authenticity in brand action and words.

Key Discussion Points & Insights

1. The Anxiety of the Digital Age

• Social Media Pressure on Brands:
  Vikki observes that brands, like individuals, are swept up in anxiety induced by social media's demand for quick wins and viral moments. The chase for fast recognition leads to shallow, often meaningless communication that fails to resonate with wider, more diverse audiences.

  "Social media is creating anxiety, not just in individuals, but now in brands. ... They think that they have to get this quick hit to have any success, but it's just, it's not going to land with all of your customers." — Vikki (00:11)

2. Action Over Words: Authentic Branding

• Logo Change vs Real Support:
  Both host and guest bemoan surface-level activism, like changing logos for social causes without meaningful action.

  "Show me that you support a cause. Don't tell me, for a start, because it's all about actions, not words." — Vikki (01:02)

• What is the brand's identity if the logo constantly shifts for causes?

3. Defining and Explaining Brand Voice

• Making the Craft Tangible:
  Vikki explains the hidden effort of giving brands a unique voice—something regular people might overlook, but which is essential for brands to feel present and relevant.

  "I find a voice for brands. ... People don't realize that's what goes on behind the scenes." — Vikki (05:28)

• Curiosity (or Nosiness) as a Creative Asset:
  Her intrinsic curiosity drives her to uncover the soul of brands, not just the facts. She insists that real understanding comes from deep immersion, not just briefing documents.

  "I want to know everything about a brand ... I need to feel like I'm part of the furniture." — Vikki (07:19)

4. Process: Research, Immersion, and Social Listening

• No Checklist, Just Immersion:
  Rather than a rigid process, Vikki digs deep, requests every relevant internal document, and physically experiences brands wherever possible (e.g., attending Formula E's event to write authentically about them).

  "You just experience it on a different level ... not until they show me or I find a way for it to be shown to me that I can fully understand what's going on." — Vikki (09:15)

• Social Listening:
  Brands have 24/7 "free focus groups" in their online communities—yet many forget to listen.

  "To ignore them when they're expressing themselves without you asking them to is foolish." — Vikki (12:00)

5. Standing Out vs. Blending In

• Saying What Everyone Says Is Risky:
  Many brands suffer from sameness, comfort in generic messaging, yet risk becoming “wallpaper.”

  "If you are in a category that looks like wallpaper ... you’re not going to succeed in the long term." — Vikki (13:00)

6. AI and Creativity – Panic vs. Reality

• AI’s ‘Noise’ vs. Its Actual Impact:
  Vikki argues that while AI's rise has stirred panic, its real-world impact on copywriting is less severe. Most brands using AI for creative are those who never truly valued the craft to begin with.

  "The noise is louder than the reality of what's going on ... Industry publications run headlines like, 'AI is going to wipe out creativity,' because who is that helping? It's not helping anybody and it's unfounded." — Vikki (15:04)

• Why "The Robots Aren’t Coming":
  Even after dramatic AI progress, human nuance and emotional connection remain irreplaceable in creative work.

  "That was six years ago ... we're not there yet. I just can't see that it's going to completely take over. It's just not good enough." — Vikki (16:58)

7. The Essential Human Elements

• Simplicity as a Hard-Won Outcome:
  Achieving simplicity in brand voice is a rigorous, reductionist process, not easy minimalism.

  "Every road I've ever seen that sort of ended up with simple was a long one." — Vikki (23:03)

• Practicality for Non-Copywriters:
  Most guidelines need to empower non-specialists quickly with clear, actionable instructions—not dense, indulgent manuals.

  "Instructions are more effective than paragraphs ... the how rather than the what." — Vikki (24:09)

• Unified Voice, Participation, and Ownership:
  In rebranding for JLR (Jaguar Land Rover), Vikki’s collaborative process built genuine ownership and excitement among staff. (27:39)
• The Power of Generosity:
  Vikki’s online presence focuses on championing others, sharing helpful commentary, and building true relationships—not self-promotion.

  "It takes nothing to help somebody else. I do it because I genuinely care about the craft, and I want copywriters to stay valued and employed." — Vikki (33:08)

8. Trend Chasing vs. Long-term Value

• Viral Bandwagons Can Be Hollow:
  Jumping on every trend dilutes brand voice, excludes many customers, and brings fleeting (if any) value.

  "It's just not right for every brand to jump on every trend. Also, more often than not, they're late to do it anyway, which just is embarrassing." — Vikki (39:39)

• Without a Strategy, Messaging Becomes Meaningless:
  Relying solely on calendar events or viral trends leads to brand confusion and lack of real identity.

  "...if you haven't got a plan, you're going to be talking about all of these things because those are the only sort of things you can hang on and sort of use it as a prompt to create content." — Radim (40:54)

• Why Superficial Activism Backfires:
  Brands that surface-signal support (e.g., rainbow logos for Pride) but don’t follow through can seem insincere or tokenistic.

  "...every Black History Month or Pride, you, if you keep changing your logo to show all the causes that you support, what is your logo?" — Vikki (42:25)

9. Brand Roles in a Fragmented Society

• Opportunity to Entertain and Encourage:
  In a divided world, brands can lighten the landscape by entertaining, but only if it fits their authentic personality.

  "I think that given the climate, there is a huge opportunity for brands to lighten up and entertain the world." — Vikki (38:00)

• Consistency of Action and Messaging:
  Support for causes must be embedded and authentic—otherwise, brands should stay focused on saying something interesting and true to themselves.

10. Humanness in the Era of AI

• Hope for Creativity:
  AI lacks the human heart, context, and emotional reality required to communicate meaningfully.

  "We will always be human and AI will never be human. ... If we want to make a difference in people's lives, then we have to respect what goes on in people's lives and talk to the truth of that." — Vikki (45:06)

• Utility of AI vs. Meaning in Work:
  While AI and automation can increase productivity, they can't replace the experience, judgment, and heart needed for impactful creative work.

  "AI doesn't have a heart, so it can't do that." — Vikki (47:12)

Notable Quotes & Memorable Moments

• “Curiosity is irreplaceable.” – Radim (06:34)
• On Social Listening:
  “You have a free focus group at your fingertips 24/7. ... To ignore them when they're expressing themselves without you asking them to is foolish.” – Vikki (12:00)
• On Simplicity:
  “Every road I've ever seen that sort of ended up with simple was a long one.” – Vikki (23:03)
• On Brand Authenticity:
  “If you keep changing your logo to show all the causes that you support, what is your logo?” – Vikki (01:02/42:25)
• On the Human Heart in Creativity:
  “If you're trying to appeal to a consumer to buy something or do something, you need to appeal to their heart as well. And AI doesn't have a heart, so it can't do that.” – Vikki (47:12)

Timestamps for Important Segments

| Timestamp | Segment | |-----------|---------------------------------------------------| | 00:11 | Social media anxiety in brands | | 05:28 | What brand voice really means | | 07:10 | How Vikki immerses herself in brands | | 09:15 | Real-world experience vs. client briefing | | 12:00 | Free focus group: the value of social listening | | 13:00 | Dangers of brand sameness | | 15:04 | AI panic: perception vs. reality | | 23:03 | Simplicity as a product of reduction and process | | 24:09 | Giving non-copywriters actionable guidelines | | 29:21 | Power of leveraging existing relationships | | 33:08 | Vikki’s “non-strategy” and generosity online | | 39:39 | Trend-chasing and brand relevance | | 42:25 | Superficial signaling and logo changes | | 45:06 | Human connection vs. AI-generated copy | | 47:12 | Creativity comes from the heart, not an algorithm |

Takeaways

• Show, don’t just tell: Brands must act authentically, not just claim values.
• True brand voice is timeless and simple, not trend-driven or overproduced.
• AI has a place in improving efficiency, but cannot replicate human emotion and nuance.
• Generosity, curiosity, and a genuine social presence build respect and opportunity—sometimes more than a flashy portfolio.
• In a fractured world, brands can offer moments of lightness, but only if it’s honest and fitting.
• Don’t panic: Creative roles evolve, but authenticity and emotional intelligence remain irreplaceable assets.

For anyone navigating copywriting, branding, creativity, or AI's encroachment: Vikki Ross’s wisdom in this episode is a clarion call to keep it human, keep it simple, and make it count.