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The Invisible Grail: How Brands Can Use Words to Captivate Audiences
by John Simmons
Binding: Paperback, 2nd edition, 224 pages
Publisher: Cyan Communications
Weight: 0.71 pound
Dimension: H: 0.87 x L: 8.35 x W: 5.51 inches
ISBN 10: 1904879691
ISBN 13: 9781904879695
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Book Description:

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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