Less Is More: Shaziya Khan on Restraint, Context and “Biscuit Moments” in Mobile Messaging for Brands

Mobile messaging should build connection and brand value—not just drive performance and scale. As brands use channels like SMS, WhatsApp, and RCS more intensively, the risk is becoming intrusive or irrelevant. For brands and mobile ecosystem players, success depends on balancing automation with authenticity, using context, tone, and timing to create communication that feels personal and appropriate—not just efficient.In this episode of the MEF podcast Perspectives, Riccardo Amati hosts Shaziya Khan, a brand communication strategy specialist (with experience across Unilever, Johnson & Johnson, and others) and author of Have Biscut /‘bis.ku:t/ - An Ode to Sweet Everyday Moments—a book that outlines a way of thinking highly relevant to brand communication and messaging.Khan explains how messaging channels can be brand-building platforms and not just utility or performance tools, if used with restraint and a human tone of voice.