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All brands want to be loved. Creating that
positive emotional connection between product and audience
is brand management's holy grail. But not all brands achieve
this goal. And perhaps the ones that most want to be loved
are the ones that fall shortest of finding affection. What
are these brands missing? How can they bring themselves
closer to their customers and their own people? How can
they reveal the grail?
The Invisible Grail argues that the
secret to unearthing this ultimate prize already exists
within most businesses. But it lies hidden. Beaten down
by the continued over-emphasis on visual impact. The answer
lies within the power of the brand's verbal identity --
the words and stories that are used to represent what the
brand stands for.
What is verbal identity? And where can it
be found, lurking, hidden from view? The Invisible Grail
answers those questions by taking the reader on a quest
that explores the extraordinary but neglected power of language
to bring brands and their audiences into more rewarding
relationships.
The Invisible Grail is an immensely
stimulating book for anyone close to brands. It will take
you on a captivating journey of discovery with a valuable
treasure awaiting at the end.
John Simmons is verbal identity director
for Interbrand, the world's leading brand consultancy.
Over recent years, he has almost invented
the discipline of verbal identity as a natural twin to visual
identity. His approach is far from being abstract and theoretical.
He is committed to helping people to love words and use
them more effectively. His advice, and his example, are
widely followed by senior business people, marketing professionals
and brand practitioners around the world. His previous book,
We, me, them and it received
high praise and recommendations from sources as diverse
as the Chairman of Unilever, USA
Today and the magazines Marketing
and FHM.
John is based in London and travels extensively.
Most recently he has been working with Air Products in the
US, Orange in the UK, Sasol in South Africa and Guinness
globally.
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