Companies compete with words (TM) So how do you know which words are competitive? That's why we invented brand language analytics.
It's where words are 'maps to emotions (TM)'. Where brands and their audiences connect at deep emotional levels. We've mapped it and made it measurable and manageable.
In a world where words are proliferating shouting louder is unsustainable. Discover how to have conversations that connect.
Kiss & Sell: Writing for Advertising discusses different subjects and media, from print and broadcast to interactive media, as well as tactics and strategies employed by copywriters. Commentary, example and advice from leading players in the advertising world offer the aspiring professional important insight and meaningful guidance. Detailed explanations outline the aims of various work and how it was achieved.
As a copywriter, your job is not to amuse or entertain, but rather to sell products. By examining the campaigns here, youll see why writing copy is as much a craft as it is an art, and, along the way, you'll learn how to succeed in this glamorous but cutthroat industry.
Having a strong, unique and consistent Brand Voice is key to creating a successful brand across all marketing channels. This Brand Voice Toolkit will help you build a voice for your brand by first introducing the concept of Brand Voice and why it is imperative for a brand to be recognizable, identifiable, and relatable.
Your Brand Voice Toolkit should contain:
1. Brand Character + Personification
2. Brand Personality
3. Defined Vocabulary
4. Words Your Brand Says + Doesn’t Say
5. Writing Samples
Learn what each of these tools are and how they can be used to craft your Brand Voice in this deck and even explore an example toolkit.
We’ve all heard those words before, likely from the mouths of teachers or parents. Companies have heard it too, except the language isn’t usually as clear. It comes in the form of a bad review, an irate customer, or worse — total and complete silence. When your brand doesn’t resonate, it dies. There are lots of reasons brands fail to resonate with potential customers, and one of the big ones, though rarely identified, is not having a strong, authentic brand voice.
You know all about your business, but who is it? Determine your brand voice and tone, and how to best communicate with your audience. Leave this workshop with attributes to put toward your company and how best to influence your target demographic.
See webinar recording here: https://wesk.ca/e/webinar-dont-use-that-tone-of-voice-with-me/
Does all of the content you publish, from online informational articles to print promotional materials, speak to your audience with the same voice?
If you fail to define and manage your brand voice, there won't be any consistency in your content. This means that you won't present a distinct voice to your audience and there's a good chance your branding efforts will fail completely.
"Brand Voice" means the tone and language you use to communicate with your audience. When brand voice is consistent across all communications, it creates a kind of personality for your organization. As a result, your audience knows what to expect and learns to trust you. It is an essential feature of branding which allows you to successfully position yourself in the market.
Visuals have a special impact on nailing the brands into the minds of consumers. The left and the right hemisphere of brains work in different patterns and captures different sort of data. Left hemisphere understands the stimuli like names, words, logics, etc. while the right hemisphere captures stimuli like, visuals, color, shape, etc. To nail the brand into mind of consumer Visual impression is necessary to be created and thus Visual Hammer is necessary to create a long-lasting, quickly recalled brand image in consumer's mind through the "Power of Visuals" .
Kiss & Sell: Writing for Advertising discusses different subjects and media, from print and broadcast to interactive media, as well as tactics and strategies employed by copywriters. Commentary, example and advice from leading players in the advertising world offer the aspiring professional important insight and meaningful guidance. Detailed explanations outline the aims of various work and how it was achieved.
As a copywriter, your job is not to amuse or entertain, but rather to sell products. By examining the campaigns here, youll see why writing copy is as much a craft as it is an art, and, along the way, you'll learn how to succeed in this glamorous but cutthroat industry.
Having a strong, unique and consistent Brand Voice is key to creating a successful brand across all marketing channels. This Brand Voice Toolkit will help you build a voice for your brand by first introducing the concept of Brand Voice and why it is imperative for a brand to be recognizable, identifiable, and relatable.
Your Brand Voice Toolkit should contain:
1. Brand Character + Personification
2. Brand Personality
3. Defined Vocabulary
4. Words Your Brand Says + Doesn’t Say
5. Writing Samples
Learn what each of these tools are and how they can be used to craft your Brand Voice in this deck and even explore an example toolkit.
We’ve all heard those words before, likely from the mouths of teachers or parents. Companies have heard it too, except the language isn’t usually as clear. It comes in the form of a bad review, an irate customer, or worse — total and complete silence. When your brand doesn’t resonate, it dies. There are lots of reasons brands fail to resonate with potential customers, and one of the big ones, though rarely identified, is not having a strong, authentic brand voice.
You know all about your business, but who is it? Determine your brand voice and tone, and how to best communicate with your audience. Leave this workshop with attributes to put toward your company and how best to influence your target demographic.
See webinar recording here: https://wesk.ca/e/webinar-dont-use-that-tone-of-voice-with-me/
Does all of the content you publish, from online informational articles to print promotional materials, speak to your audience with the same voice?
If you fail to define and manage your brand voice, there won't be any consistency in your content. This means that you won't present a distinct voice to your audience and there's a good chance your branding efforts will fail completely.
"Brand Voice" means the tone and language you use to communicate with your audience. When brand voice is consistent across all communications, it creates a kind of personality for your organization. As a result, your audience knows what to expect and learns to trust you. It is an essential feature of branding which allows you to successfully position yourself in the market.
Visuals have a special impact on nailing the brands into the minds of consumers. The left and the right hemisphere of brains work in different patterns and captures different sort of data. Left hemisphere understands the stimuli like names, words, logics, etc. while the right hemisphere captures stimuli like, visuals, color, shape, etc. To nail the brand into mind of consumer Visual impression is necessary to be created and thus Visual Hammer is necessary to create a long-lasting, quickly recalled brand image in consumer's mind through the "Power of Visuals" .
"Living in Hell in the City of Angels: Identity Construction and Condition Management among Black Homeless Men of Los Angeles' Skid Row"
A Senior Thesis by Michael Habashi of Duke University
Vung Tau: Spatial Identity Formation, Tourism and Sustainable Development At ...Ulaş Başar Gezgin
Gezgin, U. B. (2010). Spatial identity formation, tourism and sustainable development at a peninsular town. (Paper prepared for ACCS 2011: the Asian Conference on Cultural Studies 2011. 23-25 March 2011,Osaka, Japan.)
This integrated media series is about my interest in humanity’s ecological footprint; a measurement of society’s demand on the environment and an approach to sustainability. It is a balancing act of resource consumption and waste discharge, every action taken towards using nature’s resources has an impact on Earth’s ecosystems, however is society playing fairly, or are they misplacing the value of nature in the act of mass consumption?
The concept of knowledge-based urban development has first come to the urban planning and development agenda during the very last years of the 20th century as a promising paradigm to support the transformation process of cities into knowledge cities and their societies into knowledge societies
I am a graphic and branding designer and often host workshops on how to build an effective brand strategy. Here are some slides I prepared for a workshop hosted with Copywriter and strategist Ihunna Eberendu of 2ndwindpro; I have taken out her slides so this deck focusses on visuals alone.
I hear more and more agencies and marketing folk these days tell clients about "True North" and so I started thinking about what that really means. What's behind the creative sales jargon? This is a high-level overview, but hopefully these slides map out a clearer message. A more easily understood path towards finding your brand's “True North”.
...what are those seeming things you need to consider when planning your brand, its strategy, its pattern and all? I explain these in a few drive-it-home way that would not be a problem to understand.
Automation is all about how we as brand professionals help clients achieve a lot using great tools, while they spend less (always they want to),lol.
"Your brand’s tone of voice is the way you communicate with the outside world. It includes all of your written marketing materials—from a printed flyer to a website."
Philadelphia Fashion Incubator Presentation - May 2018 Jami Slotnick
A fun and frank discussion about branding and fashion. We cover methods of communication 1980 vs. today and take a look at messaging, research/discovery and brand evolution.
Philadelphia Fashion Incubator Presentation May 2018David Hitt
A fun collaborative discussion about what branding looks like in 2018. We take a look at yesterday and today and compare the methods, messaging and strategies pertaining to the world of fashion.
Whats your story how to create a brand voiceemfluence
What is a brand? It isn’t your logo or tagline: It’s the story you tell. In this workshop, we’ll discuss how to discover and craft a brand voice that connects with the right audience for you. Laura Lynch writes, strategizes and directs communications work that inspires others to think, feel and act. She has become known as a specialist that helps municipalities, organizations and companies connect issues, programs and offerings with not just any audience, but the right audience.
United Way Ground Floor Marketing Workshop: Brand Positioning for Social Ente...Aassia Haq
A 2.5 hour workshop given in Spring 2014 to the social enterprise startups & their leader entrepreneurs funded by the United Way Ground Floor program in Dallas.
The workshop helped them to demystify marketing science and measurably impact their brand messaging.
Automation is great. It has simplified our lives and enabled us to achieve so much more with the same finite resources. But at what cost? In this talk, learn how to balance the human with the machine and leverage automation without losing your authentic voice or following down the auto-pilot rabbit hole.
Presentation by Lauren Bell Isaacs, Social Media Specialist, on February 28, 2020 at the Research Triangle HubSpot User Group.
DEVELOPING A BRAND ESSENCE TO CAPTURE AND KEEP YOUR CLIENTS 4/8/10
It’s not enough these days if they just remember your name—it’s how they feel about you. A brand essence captures the heart and intrinsic nature of your company. When your brand is strong, you develop lasting emotional ties to and the loyalty of your costumers. In this economic climate, strong brands with strong personal connections will be the ones that persevere. Richard Earl who has over 30 years of experience with notable advertising campaigns for P&G, Johnson & Johnson and more, will discuss how you can create a Brand Essence for your company.
Speaker: Richard Earl, The Regis Group
Co-sponsored by the Small Business Development Center
It’s not enough these days if they just remember your name—it’s how they feel about you. A brand essence captures the heart and intrinsic nature of your company. When your brand is strong, you develop lasting emotional ties to and the loyalty of your costumers. In this economic climate, strong brands with strong personal connections will be the ones that persevere. Richard Earl who has over 30 years of experience with notable advertising campaigns for P&G, Johnson & Johnson and more, will discuss how you can create a Brand Essence for your company.
Speaker: Richard Earl, The Regis Group
Co-sponsored by the Small Business Development Center
<< I apologize for the minor formatting funkiness that happened when this uploaded. >>
This Branding Presentation, part of a September 19, 2013 seminar by Kate Austin-Avon of Advokate, answers the following important questions:
1. What is Branding?
2. Why Branding is Relevant to Your Business
3. What Elements Comprise a Successful Brand
4. How Often a Brand Should be Updated
5. Where to Start
This presentation was part of the Adirondack Business Development Partnership, a collaboration between the Adirondack Regional Chamber of Commerce and the Small Business Development Corporation. It was presented at SUNY Adirondack's Regional Higher Education Center.
Contact Advokate for a worksheet to jumpstart the process of developing YOUR brand!
Kate Austin-Avon
www.advokate.net
(518) 353-2121
kate@advokate.net
Similar to Verbal Identity: The Lost Continent of Branding (20)
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Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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2. Verbal identity is the consistent delivery of competitive
brand language. We’re in a world where conversations and
emotional connections count.
So which words are competitive? And how do you deliver
them consistently?
You’re entering a future with less brand babble. Where words
become brand assets and language analytics link brand and
audience psychologies. Where your teams have tools not
rules.
It’s all in your hands, right now.
Companies compete with words ™Verbal identity now is where we were
with visual identity 40 years ago. But words
are just as important and brands need to
start taking them as seriously.
Michael Wolff - Visual identity pioneer
3. Visual design is the prince
Brands take design and visual identity seriously. Quite rightly.
It’s a market necessity.
In the 20th
century it was a source of competitive advantage.
Is that still true?
4. With verbal identity investment at just 15%, visual rules the
brand world.
But verbal identity is virgin territory. It’s yours for the taking.
We’ve charted millions of brand words and know our way
around. Get exploring by digging beneath the surface of
conventional thinking.
Verbal design is the pauper
5. Audience world is rich in words
Under the glass of mobiles and laptops, words are like plants
in a greenhouse. They’re proliferating in technology’s heat.
That means audiences cutting through more verbiage every
day. Brands are making their journey too difficult.
Verbal identity is about compelling conversations, not
shouting louder. The shortcuts are emotional connections and
clarity.
6. Brands are hard to reach
The FT writes to an audience of post-grads. But they talk to
them at high school level, because these are busy people.
That’s not dumbing down, it’s thinking up.
So why do most brands make their readers work so hard?
[ What you’re reading now clocks in at 13.6 ]
8. Words are maps to emotions ™
You open up the pathway to your unique verbal ID by mapping
the words in your market.
That needs quant analytics to read everything.
We reverse-engineer what customers and competitors are
saying to reveal their psychology. So you’ll understand what
they’re thinking better than they do themselves.
That goes to the heart of what you’re about, too.
9. Verbal identity maps 3 dimensions
Like all good map-making, identifying your route through the
Lost Continent involves triangulation.
The three dimensions are:
Your competitive environment
What your audiences want to hear
Your brand’s emotional truths
Everything we do is based on bottom-up evidence. So we’ve no
idea how your market will measure up until the listening starts.
10. Your competitors
What’s generic in one market can be distinctive in another. If
you’re in mining it doesn’t matter what airlines are saying.
Everything is relative.
So the first point of reference is to benchmark your market’s
language and thinking.
Which competitors are framing your market’s conversation?
How do your tone of voice and brand agenda compare to theirs?
11. Your audiences
Audiences are searching for emotional connections. They take
the path of least resistance, turning away from brands making
their journey more difficult.
As psychologists we’re interested in uncovering the reality of
their attitudes and actions. It’s about how people say things
rather than what they’re talking about.
If you want to pull emotional buying triggers just walk their way.
12. Your brand
Before it can communicate well, every brand needs a view on
why it makes the world a better place. And it’s got to fit with
its own emotional truths, not its aspirations.
There’s no hiding from this, because audiences really feel it
when your words don’t stack up.
That’s because your thinking patterns are put across sub-
consciously by the metaphors you use.
There’s good science behind this.
13. Metaphors are maps to mindsets ™
Metaphor is simply the description of one thing in terms of
another. Before we speak, we think in metaphors. No other
creature on our planet does this.
We all use 6-8 per minute in everyday speech. They frame
conversations, reflecting our thinking and feelings. And they
run much deeper than words.
Products are metaphors. So are retail environments. And the
biggest marketing metaphors of all? Brands.
Brains operate not by logic
but by pattern recognition. It is
likely that early human thought
proceeded by metaphor.
Metaphor is the stuff of thought.
Stephen Pinker - Professor of Psychology, Harvard
Gerald Edelman - Nobel Prize Winner
14. Growing brands don’
t meander
Brands often end up like tributaries feeding into the flow of
the leaders. That’s because certain brands frame market
conversations in their favour.
Followers unwittingly waste their spend, silting up their own
opportunities and helping the growth brands grow faster.
You’ll open up brand thinking by mapping your market’s
metaphors.
15. Precision mapping a new world
Co-ordinating verbal identity gives you a benchmark.
Once you know where you are, you can test where new
language will take you. We have a toolkit called ‘Our Brand
Voice’ which keeps all your teams on course.
These techniques are applied not just to brand language.
They work in research, CRM, HR and on sales proposals too.
16. Brand agendas are 54% generic
That’s quite a shocking statistic. It means that what brands
talk about is only 46% different from their competitors, on
average.
So lots of brands are creating more verbiage for their
audiences. While paying to say the same as everyone else.
You can move to being 66% distinctive by reducing generics
from 54% to 34%. That’s only a 20% re-weighting.
We can show you which 20%.
Selling art and history to Europeans? Visitor numbers have been falling.
The generic New World tourist agenda
17. Tone of voice: clearing a path
Frankly, there’s more hot air about tone of voice than on any
other verbal ID subject. It’s entirely subjective. One person’s
‘approachable’ tone is another’s ‘trustworthy’.
What does it all mean? And how do you replicate any of this
stuff?
Tone of voice is a really subtle area. But we’ve made big
strides by inventing tone of voice charting. We map brands as
though they’re a person.
18. Brand or bland?
The energy sector’s generic tone of voice is pretty good. But
despite the resources spent, the brands all sound the same.
It’s a really good example of how writers have come in and
‘de-cluttered’ the brands.
In the process, the reason for the brands existing has been
obscured.
High
Average
Low
250
200
150
100
50
0
Energy sector vs All business
British Gas vs Energy sector
19. Often words and pictures point in different directions.
We bridge this gap by analysing the market’s visual content
alongside its words.
Big picture semiotic stuff has its place. But science trumps
opinion every time in our world.
We give you bottom-up evidence that’s framed in a
competitive context.
Context is king
?
?
?
20. Linguabrand are London based verbal ID developers.
We’ve mapped millions of words, pioneering the use of
analytics and psychology. It’s a fertile mix that works across
brands, sales, strategy and corporate culture.
We work with great clients, agencies and their writers across
the world; opening up The Lost Continent of Branding.
You can find out more at linguabrand.com
Hear what we’re up to on Twitter @linguabrand
Email us at proactive@linguabrand.com
Start a conversation right now on +44 [0] 207 608 5077
Measure it to manage itSome brands we’
ve mapped
Logos TM of respective brand owners.