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The Invisible Grail: How Brands Can Use Words to Engage with Audiences Paperback – 9 Feb 2006

3.3 out of 5 stars 3 customer reviews

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Product details

  • Paperback: 240 pages
  • Publisher: Cyan Books and Marshall Cavendish; New Ed edition (9 Feb. 2006)
  • Language: English
  • ISBN-10: 1904879691
  • ISBN-13: 978-1904879695
  • Product Dimensions: 14 x 1.5 x 21.6 cm
  • Average Customer Review: 3.3 out of 5 stars 3 customer reviews
  • Amazon Bestsellers Rank: 1,916,042 in Books (See Top 100 in Books)
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Product description


"Simmons illustrates his point with effective examples...Essential reading for anyone involved in the business of verbal communication." --, February 2006


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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3.3 out of 5 stars
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