Words are the oxygen of corporate identity. With e-business making real the dream of one-to-one marketing, corporate branding can no longer be one-dimensional. A brand needs to live, to speak, to communicate in this forum of connectivity. Customers are no longer passive listeners of corporate messages. They are communication partners involved in an interactive process. All organizations have their own personality - their own corporate DNA. This may affect the way a company writes, communicates, speaks, but this is not enough. We need to analyze the personality of a business and develop a coherent tone of voice and approach to language that really helps build and strengthen its brand impact. Wired words are core to this.
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Leverage the full power of language in the age of eBusiness! Strengthening your brand impact through a coherent voice and approach to language. Transforming your communications for the Web and email. Includes detailed case studies: British Airways, Virgin, GO, and more. In the age of eBusiness, your customers are no longer passive listeners: they are active partners in communications. Companies that speak to their customers as they always have are likely to fail: new approaches to language and corporate branding are called for. Wired Words is the complete guide to transforming the way your company communicates, for an era where web sites and email have replaced brochures and dry mission statements. In Wired Words, Steve Morris demonstrates how companies can adopt a more flexible approach to identity that involves consumers and speaks to them with a voice designed for them. Discover how to analyze the personality of your business and present it honestly and coherently in all the new media where you compete, especially on the Web and in your email customer interactions. Learn from the leaders in Web-based communication through a series of case studies; understand the new language of the Web; and learn what not to do if you want to strengthen and deepen your relationships with today's customer. For everyone involved in e-commerce, marketing, business communications, or public relations.
Steve Morris has written 14 management books, many for Financial Times Prentice Hall. His company specializes in crafting language for e-commerce marketing, and wrote the award-winning Cellnet Genie site.
About the Author
Steve Morris has written 14 management books, many for FT. His company specialises in web words in a crazy world. They wrote the award winning Cellnet Genie site and many others. Steve has travelled the world spreading the message about the need for new writing.
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