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The Invisible Grail: How Brands Can Use Words to Engage with Audiences - Softcover

 
9781904879695: The Invisible Grail: How Brands Can Use Words to Engage with Audiences
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Seeking to reverse the trend of overemphasizing the importance of visuals at the cost of written communication strategies, this guide reinforces the power of language in creating and building strong brands. The prowess of large corporations such as Guinness and Unilever, as well as emerging brands, in engaging their audiences and connecting with customers using words is examined by looking at the powerful verbal identity behind each brand. Iconic brand status is presented as an attainable goal once a business learns how to tap hidden creative resources and successfully communicate with customers.

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"Simmons illustrates his point with effective examples...Essential reading for anyone involved in the business of verbal communication." -- Abrands.net, February 2006
Synopsis:
A leading practitioner demonstrates the power of language and words in building successful brands. "The Invisible Grail" is absolutely chock full of insight and fresh ideas about brands, business and language" - James Hill, Chairman, Birds Eye Wall's. Brands and branding is high on the corporate agenda - this book provides a unique perspective on how brands can engage with their customers. The author John Simmons is widely regarded as a "guru" within the marketing and branding world. This book, together with Simmons' "We, Me, Them & It" (new edition launched simultaneously by Cyan) and "Dark Angels" (Cyan 2004), from the essential trilogy on modern business writing and communication. In his influential book, "We, Me, Them & It", John Simmons changed the way many people think about writing for business. In this book, he looks at how language, words and storytelling can create and build strong brands. "The Invisible Grail" takes its readers on a journey that looks at some of the world's biggest brands (such as Guinness and Unilever) and examines how they have used language to engage their audiences.

Moreover, Simmons looks at the smaller emerging brands (such as Innocent and Lush) and their incredible success in connecting with their customers. This search for the "grail", to unlock the hidden creative resources within every successful brand's story, is the basic aim of this book. It succeeds not only in practical terms (providing the reader with valuable lessons in branding) but also in inspirational terms (providing the reader with new insights and ideas for approaching marketing).

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