'Language is looking up': The place of words in branding
creativeboom.com
'Language is looking up': The place of words in branding
Rather, the entire visual language of a brand is rooted in cultural trends, in what’s going on with lifestyles, in what’s going on with specific consumer groups. The artwork, the visual language, and the entire visual presence of a brand communicate what is truly important to a particular consumer group. A compelling brand story is wrapped up in de
... See moreDebbie Millman • Brand Thinking and Other Noble Pursuits
Malcolm Duffy on the element of surprise
“If your words can’t surprise you, they won’t surprise anyone else. Very few products are so amazing that all you have to do is tell people that they exist. That’s why every word you write is so important. Use word-play, alliteration, quotes, observations. Whatever it takes to keep the consumer gripped. No o
... See moreToo many marketers, executives, founders, and even venture capital firms think the words a company uses are all about “standing out.”
Eddie Yoon • Snow Leopard
Most have relied on platforms and algorithms rather than tapping into exciting cultural myth markets. In many ways, brands have lost the magic of being brands: the advantage they generate when they create outsized meaning for people.