Marketing language: Make your brand a verb
Rebecca Moody, Diana Caplinska and Chris SkillicornEuro RSCG London
Language and choice of words are a powerful part of a brand's armoury and can propel the brand from a single ad into common parlance.
Mark Twain once said: "The difference between the almost right word and the right word is really a large matter – 'tis the difference between the lightning bug and the lightning."
Before any idea, before any script or any line, comes the right word. Words are building blocks for brands that, when chosen correctly, can translate feelings and...