Wired Words: Language Is the New Identity

Wired Words: Language Is the New Identity

by Steve Morris

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Overview

Wired Words: Language Is the New Identity by Steve Morris

On the Web, language is everything.

A brand needs to live, to speak, to communicate. Customers are no longer passive listeners to corporate messages. They are communication partners involved in an interactive process. Words are the new oxygen of corporate identity. This book looks at wired words and what they mean for the organization they influence.

Including examples of the good, the bad, and the ugly, Wired Words examines the power of language in reinforcing corporate identity in the e-world. It is the first book to link language, identity, and corporate survival.

Read Wired Words and you'll be able to analyze the personality of your business and develop a coherent tone of voice and approach that will help build and strengthen its brand impact.

Product Details

ISBN-13: 9780273650904
Publisher: Financial Times/Prentice Hall Books
Publication date: 12/01/2000
Pages: 208
Product dimensions: 6.74(w) x 8.29(h) x 0.66(d)

Table of Contents

Thank you xi
First words xiii
E-brands need to talk
1(28)
Back to the egg
4(1)
Really one-to-one
5(3)
A shift in control
8(2)
We know they can do it
10(2)
Is it just a case of speed?
12(2)
Fun, fun, fun
14(15)
On a television screen near you
29(8)
Words change faster than we do
32(1)
On the move, on the Web: some thought-provokers
33(2)
Three cheers for the e-mail
35(2)
E-mails as company identity
37(16)
An invitation to action
39(2)
A double-edged problem with two solutions
41(2)
People are different
43(1)
Tell them and trust them
43(3)
The solution
46(1)
The story of MDE and e-mails
46(6)
An afterword
52(1)
The future of words
53(10)
Words are back in fashion
55(2)
The change
57(1)
Sites of outstanding interest
58(5)
On stickiness and tone of voice
63(8)
An alternative reality
65(2)
The global difference
67(1)
The language value chain
68(3)
It's clever, but what does it do for me?
71(8)
Idealism versus realism
74(1)
Idealists and Luddites
75(2)
Back-applying the lessons
77(2)
Setting the standards for wired words
79(10)
Two key principles
83(1)
Pure e-commerce sites
84(1)
Cyber communities
84(1)
Breaking it down: a checklist of questions
85(4)
Brand personality and wired words
89(10)
Two-way is the best way ... the only way
91(1)
Realtionships and trust
92(1)
Hearing it on the grapevine
93(1)
Brand personalities
94(5)
Some great examples
99(30)
Getting down to business
101(2)
Carry on up the Amazon
103(4)
Marketing Wal-Mart online
107(4)
Go.com: low-cost airline dealing direct
111(4)
Easy come ... Condomania.com
115(2)
Do you get a buzz from your deckchair?
117(4)
handbag.com and fastcompany.com
121(3)
Like a Virgin.com
124(5)
Putting it into practice
129(20)
Two key factors
132(3)
Using human words
135(1)
Corporate identity is in the eye of the beholder
136(1)
It's behaviour that counts
137(1)
So what is corporate identity all about?
138(2)
For identity, read personality
140(2)
Learning to talk
142(3)
One voice
145(1)
What the research says
146(1)
Developing a brand personality with a voice
147(2)
Developing a conversation strategy
149(14)
Different strokes for different folks
151(1)
Deciding who leads
152(1)
Identifiying and sharing the brand personality
153(2)
Clarifying the brand values
155(1)
Checking the reality
156(1)
Producing guides and guidelines
157(1)
Blitzing the standard elements
158(2)
Training everyone
160(1)
Monitoring progress for continuous improvement
161(1)
And in conclusion
162(1)
Wired wisdom: virtual lessons in the real world
163(18)
Room for improvement
166(2)
The customer complaint
168(2)
The subscription letter
170(1)
Brochure copy
171(3)
The car park notice
174(1)
The call centre script
175(2)
The direct mail letter
177(2)
The welcome letter
179(2)
Index 181

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