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The Invisible Grail: How Brands Can Use Words to Captivate Audiences

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The Invisible Grail: How Brands Can Use Words to Captivate Audiences [Paperback]

John Simmons (Author)

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Book Description

Publication Date: May 28, 2006

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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Editorial Reviews

Review

"How to make love, not war, with words. The Invisible Grail is absolutely chock full of insight and fresh ideas about brands, business, and language." —James Hill, chairman, Birds Eye Walls

About the Author

John Simmons is the author of The Economist Guide to Brands and Branding, My Sister's a Barista, and We, Me, Them & It. He is a former director at Interbrand, a leading consulting firm.

Product Details

Paperback: 224 pages
Publisher: Cyan Communications; 2nd edition (May 28, 2006)
Language: English
ISBN-10: 1904879691
ISBN-13: 978-1904879695
Product Dimensions: 8.4 x 5.5 x 0.9 inches
Shipping Weight: 11.4 ounces
Amazon Best Sellers Rank: #2,753,518 in Books (See Top 100 in Books)

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