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

by John Simmons

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.

Genres: Business

224 pages, Paperback

First published March 13, 2003

Reviews

[Karina Soerjodibroto · Rating 4 out of 5]

This is a nice insight on brands... People talk about visual identity all the time (esp. when you're a graphic designer) but they seem to miss the fact that verbal identity exists. It was a little boring in the middle, but the alphabetical journey that came afterwards was very fun!

[Jafarul Warner · Rating 5 out of 5]

Clear and consise