Twenty-six ways of looking at a blackberry: How to let writing release the creativity of your brand Paperback – 1 Apr 2009
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John Simmons has done more than anyone else to demonstrate how truly great brands are about imagination not focus groups or demographics. His new book is the perfect sharpener for the jaded creative palate: smart, witty, and full of ideas that match elegance with originality, it should be issued with a READ NOW sticker to every single copywriter in the country. -- John Mitchinson, founder, QI
John Simmons is the patron saint of business writers everywhere. I've learned plenty from his books in the past and will learn plenty from this one too. -- Dan Germain, Head of Creative, innocent
John Simmons is the patron saint of business writers everywhere. I've learned plenty from his books in the past and will learn plenty from this one too.See all Product Description
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Top Customer Reviews
John's books have also made me more aware of branding - perhaps because I am not a spender branding tended to be wasted on me. In the time I was reading Twenty-six ways of looking at a blackberry I saw the strap line "We are all over the place" under an estate agents company name. We know what it says!!
In this book John Simmons provides 26 examples of how to use words in different ways to communicate your brand or business more vividly.
He does this by rewriting the same short drab corporate text from a fictitious technology company's Annual Report in 26 different styles- including that of being 'written on a Blackberry for an eight year old', detective fiction, as a song lyric and in a Starbucks style. Simmons includes exercises, analysis, tips, insights and useful anecdotes with each one.
It's both entertaining and illuminating, and the perfect antidote to business language that is frequently dull and sets out to obfuscate the facts.
A useful reference book and source of ideas for anyone interested in writing better for business.
Quite simply this is for anyone in any organization who wants to influence or change the culture of writing and tone of voice of their organization. Some companies have a tendency to write brochures,annual reports,customer letters designed to fulfill legal requirements,committee approvals,and ID manuals completely forgetting their intended audience.
Be bold, drop one in the in tray of your friendly Investor Relations, Corporate Communications and Marketing gurus and light blue touch paper.
This book will make you frustrated, it will make you think, and hopefully it will energize you to become a standard bearer for a new way of expressing the essence of your organization.
In being forced to write in a certain style it becomes clear as to what can work and what does not. An annual business report will never be written in the style of detective fiction, but in doing so the author demonstrates that, with a different attitude taken towards business writing, a campaign can hit the target market more effectively than a conformist, bland, play-it-safe approach.
John Simmons coaches the reader throughout, looking over his shoulder at every step to ensure that they are still on board. I found myself totally immersed and only stopped to make a string of notes and a list of people who I know will benefit greatly from this book.
Most Recent Customer Reviews
John Simmons is a man to learn from - in books and in person. He has a knack of making the very complicated seem very fun. Read morePublished on 25 Feb. 2010 by Rob SP
If you know John Simmons as a creative writer for business then you'll also know that every word he writes is worth reading. Read morePublished on 6 Aug. 2009 by H. Thomas
It is a truth universally acknowledged that a writer of any sort must always carry a notebook, and a lesser known fact that a copy of Twenty-six Ways would come in handy as well. Read morePublished on 21 July 2009 by Elizabeth Tinley
The liberating power of constraints is beautifully articulated in this book. As if bang on cue for the age of Twitter (prose haiku maybe? Read morePublished on 16 July 2009 by Stuart Delves
Business writing is usually seen as too limiting to be creative. John's book turns that on its head, arguing that limits are necessary to creativity, then demonstrating the point... Read morePublished on 28 May 2009 by N. Asbury
Are you looking for inspiration? Look no further. Can you write something influenced and reflecting the colour blue? Read morePublished on 25 May 2009 by Kieron Letts