Articoli correlati a The Invisible Grail: How Brands Can Use Words to Engage...
Sinossi
In his influential book, We, Me, Them & It, John Simmons changed the way many people think about writing for business. In this book, he looks at how language, words and storytelling can create and build strong brands. The Invisible Grail takes its readers on a journey that looks at some of the world s biggest brands (such as Guinness and Unilever) and examines how they have used language to engage their audiences. Moreover, Simmons looks at the smaller emerging brands (such as Innocent and Lush) and their incredible success in connecting with their customers. This search for the grail , to unlock the hidden creative resources within every successful brand s story, is the basic aim of this book. It succeeds not only in practical terms (providing the reader with valuable lessons in branding) but also in inspirational terms (providing the reader with new insights and ideas for approaching marketing).
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Recensione
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 Wall's
If you are writing for any business, at any level, then please stop now. And do not start again until you have read this book. There's something incredibly persuasive about John Simmons. But he doesn't just persuade us to take more risks with words in business - with The Invisible Grail he shows us how. --Martin Hennessey, Creative Director, The Writer
In prose that's friendly, accessible and highly readable, John Simmons takes the reader on a journey that demonstrates the importance of storytelling - and of the writer, in our business, culture and lives --Christina Patterson, Director, the Poetry Society
L'autore
John Simmons is a consultant and thinker on communications and brands. A former director of Interbrand, the world s largest branding consultancy, he is the author of We, Me, Them & It (Cyan 2006), Dark Angels (Cyan 2004), My Sister s a Barista (Cyan 2004) and co-edited The Economist Guide to Brands and Branding (Economist Books, 2003).
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