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The Invisible Grail: How Brands Can Use Words to Engage with Audiences
 
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The Invisible Grail: How Brands Can Use Words to Engage with Audiences (Paperback)

by John Simmons (Author)
4.5 out of 5 stars  See all reviews (2 customer reviews)
RRP: £9.99
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Frequently Bought Together

The Invisible Grail: How Brands Can Use Words to Engage with Audiences + We, Me, Them & It: How to Write Powerfully for Business + Innocent: Building a brand from nothing but fruit
Price For All Three: £17.29

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Product details

  • Paperback: 224 pages
  • Publisher: Cyan Books and Marshall Cavendish; New Ed edition (9 Feb 2006)
  • Language English
  • ISBN-10: 1904879691
  • ISBN-13: 978-1904879695
  • Product Dimensions: 21.2 x 14 x 2.2 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon.co.uk Sales Rank: 197,754 in Books (See Bestsellers in Books)

    Popular in these categories:

    #34 in  Books > Business, Finance & Law > Sales & Marketing > Product Management
    #66 in  Books > Business, Finance & Law > Management > Management Skills > Communication & Presentation > Presentations
    #72 in  Books > Business, Finance & Law > Sales & Marketing > Research

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Product Description

Review

"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 Walls


Synopsis

A leading practitioner demonstrates the power of language and words in building successful brands. "The Invisible Grail" is absolutely chock full of insight and fresh ideas about brands, business and language" - James Hill, Chairman, Birds Eye Wall's. Brands and branding is high on the corporate agenda - this book provides a unique perspective on how brands can engage with their customers. The author John Simmons is widely regarded as a "guru" within the marketing and branding world. This book, together with Simmons' "We, Me, Them & It" (new edition launched simultaneously by Cyan) and "Dark Angels" (Cyan 2004), from the essential trilogy on modern business writing and communication. 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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The Invisible Grail: How Brands Can Use Words to Engage with Audiences
57% buy the item featured on this page:
The Invisible Grail: How Brands Can Use Words to Engage with Audiences 4.5 out of 5 stars (2)
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We, Me, Them & It: How to Write Powerfully for Business
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We, Me, Them & It: How to Write Powerfully for Business 5.0 out of 5 stars (2)
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Twenty-six ways of looking at a blackberry: How to let writing release the creativity of your brand
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Twenty-six ways of looking at a blackberry: How to let writing release the creativity of your brand 4.9 out of 5 stars (18)
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Customer Reviews

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Average Customer Review
4.5 out of 5 stars (2 customer reviews)
 
 
 
 
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1 of 1 people found the following review helpful:
5.0 out of 5 stars Want to know how you can change the way you work?, 22 Mar 2006
...Then let Invisible Grail show you the way.

Some great case studies and lots of lovely stories from Simmons' experience as one of the most experienced writers in business. There is plenty of material here for professional writers to purloin for their own clients!

Another excellent book from the wordmeister. I cannot recommend Simmons books highly enough.

'We, Me, Them & It' is the other classic...(since you ask).

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1 of 1 people found the following review helpful:
4.0 out of 5 stars Informative - Buy it if you communicate!, 27 April 2007
By C. Meikle (UK) - See all my reviews
(REAL NAME)   
This is a another very worthwhile read from John Simmons. His ability to engage the reader with 'easy' language is captivating. It sounds like he's speaking to you, as it did with We, Me Them & It - I don't mean in a manufactured stylised way, but in a natural way , which is credit to his writing.

This book discusses some current day iconic brands , such as Lush & Innocent - and how they create stories and build their brands through everything that they do....from A to Z, everything that is done within and outwith the business should have integrity with the 'tone of voice' of the business. Also, the messages you have around that should be robust and not be open to leakage or contradiction - an interesting one for me with regard to Innocent as I've read of the owners and their senior management consultancy careers with McKinsey Corporation (one of the best in the world). So, obviously clever boys who've applied their management consultancy skills to the branding of the business.

This, weirdly, was a kind of disappointment for me. (If you're McKinsey trained you're far from Innocent about business practices). I guess I wanted to believe that the company was run by funky iconoclasts rather than ex ivy league consultants! That what they have done in this hugely successful business was organic rather than a well manufactured and implemented McKinsey business plan.

So, brands need to be aware that how they engage audiences with the skills Simmons talks off, needs to be still the perception once interested consumers scratch the surface and find out more.
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