Invisible Grail: In Search of the True Language of Brands

Overview

The one thing that all brands desire is customer affection. They want to be loved. And when they are not loved, what are they lacking? Is it possible to find the missing element - the holy grail - that will bring them closer to their customers and their own people? In his new book, John Simmons reveals how to undertake and complete that quest - using the power of words.

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Overview

The one thing that all brands desire is customer affection. They want to be loved. And when they are not loved, what are they lacking? Is it possible to find the missing element - the holy grail - that will bring them closer to their customers and their own people? In his new book, John Simmons reveals how to undertake and complete that quest - using the power of words.

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Product Details

  • ISBN-13: 9781587991561
  • Publisher: Cengage Learning
  • Publication date: 6/9/2003
  • Edition description: First Edition
  • Edition number: 1
  • Pages: 224
  • Product dimensions: 5.58 (w) x 8.24 (h) x 0.93 (d)

Meet the Author

Until recently John Simmons was a Director of leading brand consultancy Interbrand. He is now an independent writer and consultant working on brands as diverse as Boots, the BBC and Bird¿s Eye (to mention only the B¿s).
John has a degree in English Literature from Oxford University. He worked extensively in publishing as a copywriter and as communications manager at the National Economic Development Office before joining Newell and Sorrell in 1984. There he led a design team on many major identity and communication programmes, including those for Royal Mail and Waterstone's. He has advised clients on the use of language to express the distinctiveness of a brand, including Marks & Spencer, Guinness and Air Products.
John is a Fellow of the Royal Society of Arts, and has three times been a judge in the 'writing for design' category at the D&AD awards, this year as Foreman of the jury. He runs ¿Writing for design¿ workshops for D&AD and for thewriter.co.uk.
He has written two books on the subject of the relationship between language and identity. We, me, them & it: the power of words in business was published by Texere in November 2000 and became a business books bestseller on Amazon. The invisible grail: in search of the true language of brands was published in the UK in March 2003, has just been published in the USA and is already in its second edition. In November Profile Books published the Economist Guide to Brands and Branding, jointly edited with Rita Clifton. John¿s latest book My sister¿s a barista: How they made Starbucks a home from home has just been published by Cyan Books, and he is the series editor for Cyan¿s Great brand stories.
John is a founder member of 26, the not-for-profit group that champions the cause of more creative language in business.

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Table of Contents

1. Setting Out 2.The map of the world 3.Those already traveling 4.Stories of exploration 5.Going underground 6.Journey's end 7.Tails Acknowledgements Index

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Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted June 6, 2004

    A Good Read!

    King Arthur and his knights sought the Holy Grail. Brand managers seek another shining goal: public adoration and identification. Author John Simmons shares that quest, but his knights in shining armor are writers. If the real legacy of King Arthur isn¿t the still-missing Grail, but the magic of enduring storytelling, Simmons is a sword-carrier in that crusade. He somewhat self-indulgently advocates a creative experiment in brand management based on examples from his firm. In his experience, the most effective approach to brand building is to have ¿creative¿ writers ¿ not corporate managers and certainly not non-creative writers ¿ devise stories that are ¿true to the brand.¿ Such stories, he believes, are the most powerful medium for conveying brand strengths. As with most myths, readers may wish for more empirical evidence, even while enjoying his observations about the English language and its limitations. We recommend this book to brand managers and corporate communicators who want to use language more creatively in hopes of creating that ¿Holy Grail¿ of a story.

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