The Marketing Society
Available to Marketing Society Members now, publicly available from September 2021. Click here to read the full article.
Experimentation Works (Stefan Thomke) – good for marketing and customer experience leaders?
Does it sometimes feel like you've tried 'everything' smart in your marketing - and the only answer seems to be to spend more? That's fine if you have infinite money (and infinite time) but wouldn't it be great to out-think the competition instead of trying to...
How leaders can talk to their writers (about their writing)
A verbal identity builds your brand in exactly the same ways as a visual identity. That's why growing brands use a tone of voice style guide. But with so many brand channels dependent on language, when the brand voice isn't sharp enough, it's not just the copywriting...
Writing an RFP for a brand tone of voice agency – a quick and easy guide to getting it right
One of the quickest ways to find the right tone of voice agency is to write an RFP. But what questions should you ask? Most CMOs and Brand Directors define a brand’s verbal identity only once or twice in their career. So, choosing the right agency to create the brand...
How to choose a tone of voice agency
8 things to think about when choosing your tone of voice agency Good writing is good for business. And choosing the right tone of voice agency means your brand cuts through, you don't overspend on media and, well, you get to sign off version 2 instead of version 22....
Videos about verbal identity and branding
Find out more about verbal identity and verbal branding with these videos There are some great resources available when you want to learn more about verbal branding and creating a strong brand voice. If you'd like to read more about creating memorable brand language,...
How do you know if your brand’s tone of voice is effective?
An effective brand tone of voice can lift a business. Bad copywriting can drive a CMO crazy. But how do you know if your brand's tone of voice is being effective? What are the metrics you should look at? Previously, we talked about what 3 'input' KPIs your should...
What KPIs should you track for your brand tone of voice?
A strong verbal identity for your brand isn’t a ‘nice to have’. Your brand language is working everywhere, all the time. But sometimes, people focus on their content marketing KPIs and don’t look for how effective their brand voice is. What are the KPIs for a brand...
Why every successful organisation has a guiding narrative.
And how brand storytelling can align the leadership team with yours. The fact that “85% of strategy never gets off the page” isn’t just a waste of resources. It’s a waste of people’s lives. Read how brand storytelling can make a corporate narrative come to life. ...
Verbal Identity’s most popular writer training courses
The most popular writer courses we’ve seen for brands We've often said that you can't hire the best writers: you have to train them. And something that many other people say, is that the best copywriter training courses for copywriters (and non-writers) are run...
Why your brand’s tone of voice is much, much more than just ‘tone of voice’
Give up the idea that your brand’s tone of voice is just a ‘tone of voice’: A brand's tone of voice can drive business results just as much as its visual identity. But in the last 10 years, the number of channels a brand language needs to be in have exploded. It's no...
Writing in Real Life®: how departments can write more copy, more consistently, in less time and stay sane
A lunch-and-learn with Chris West, Founder, Verbal Identity. Do any of the following sound familiar? Your team is so successful that it’s now being asked to write more copy for more channels. The only problem is, there’s no more time and definitely no more...
What Las Vegas teaches us about language and business
The tone of voice guidelines: Story from Las Vegas Visiting Las Vegas is like taking a 72-hour, fully-immersive MBA. According to a recent Economist report1, the city is enjoying record tourism and fast employment growth. It’s easy to see why. Any Ops Director will be...
How a tone of voice agency can stop your brand talking like a friend. And make it talk like a brand.
The most successful brands don't talk like they're your friend. Their brand voice flexes to talk like they're in the background, while you're becoming self-actualised. Here's how a tone of voice agency can help your brand stand out: Language for customer actualisation...
The full stop lives on in Fashionland
A linguists’ stroll down Lamb’s Conduit Street. The full stop is a relic of WhatsApp-free years gone by. Or so it might seem, until you set foot on the achingly hip retail avenue that is London’s Lamb’s Conduit Street, where artfully placed full stops are this...
What’s your brand narrative?
Popular conceptions of brand narrative are fundamentally wrong. But this doesn’t mean some narratives aren’t more enduring than others. Here are our favourites for branding. Previously, we discussed universal narratives (read here). Despite what you may have read,...
Why do brands need narratives?
And how do you give a tangible narrative to an intangible product? So, why do brands need narratives? Simply, brands need narratives because our brains are wired to look for them. We were able to evolve from a chaos of noises, opportunities, over-stimulation...
Problem with “Jane Walker” by Johnnie Walker was brand’s voice clash
What happens when the 3 levels of your brand’s voice clash? You might have noticed that Johnnie Walker recently released a limited edition ‘Jane Walker’ whisky. It’s received mixed reactions. Some people have criticised it as a ‘patronising’ and ‘lazy’...
DIY brand voice audit
Why you should – and how you can – audit your brand’s voice BEFORE YOU CHANGE YOUR BRAND VOICE – MEASURE HOW IT’S DOING. We’re working with brand owners all around the world to make their brand voice more distinctive, more valuable. One thing I always say is...
How to help technical people become storytellers
How do you help exceptional people tell exceptional stories? Here comes the science bit… So It’s odd. Three times in the last month, with three different clients, I’ve been asked the same question: “Our experts keep confusing their audiences with technical...
Understanding the evolution of naming trends in cybersecurity
Finding a name for a changing world As any industry matures, naming becomes a more and more challenging prospect. How do you develop a name creative enough to capture someone’s attention and memorable enough to keep it as consumer needs change rapidly around you?...
Every business needs an elevator pitch
How to make people notice first time around To you, it’s obvious why your offering is going to change lives. But you don’t have time to talk every investor, partner or potential customer through all the reasons why. This is where an business elevator pitch makes all...
Linguistic analysis of the fragrance market and the 98% margin
What the rest of the world can learn from how the luxury fragrance market uses language Linguistic analysis of the fragrance market, showing how younger brands are using new positionings to stretch the market Who doesn’t want a 98% margin? Through linguistic...
Brand language – the magic ingredient in cosmetics?
How smaller cosmetics brands are using language to beat big beauty companies. It’s 7am on Tuesday morning. You’ve just showered. You reach for your moisturizer. It’s an intimate moment between you, the mirror, and the $1billion that L’Oréal spent last year on R&D....
Text analytics for marketing and customer experience
Cold, hard numbers and bright insights from customer comments. Why text analytics? Why now? When customers are freed to express their thoughts in their own words, they reveal more about their motivations: they give marketing and customer insight teams the “Why”...
Luxury Vs. Ultra-luxury
How the world’s most expensive car brands speak and speak differently. After 6 pm, London’s Mayfair is a mini-Monaco. Light bounces off the chrome detailing of supersized ultra-luxury cars, sitting nose-to-pipe outside exclusive members’ clubs. Meanwhile, a...
What happens now that neobanks aren’t new?
How challenger banks can use language to win customers, deepen engagement and survive shakeout There’s a serious threat approaching challenger banks language: they’re starting to sound the same. The neo (‘challenger’) banks are approaching the equivalent of the pop...
Why every successful organisation has a guiding narrative
How can a corporate narrative make sure strategy gets off the page? It aligns an organisation and motivates its employees. Chris explains.
Why you need an elevator pitch
The curse of knowledge: you know what’s special about your offering, but it’s so intuitive, you’re having difficulty explaining it to other people. The fix? An elevator pitch. Learn why you need one and how to make your own.
How do you give your company the best possible start?
Chris’s article ‘A strong Brand Vision is the cornerstone to Start-up Success’, published in Just Entrepreneurs, looks at how a clear Vision right from the start can save fledgeling brands from failure.
Finding a name for a changing world
Naming is a challenge for any brand, but especially when an industry starts to reach maturation. Chris examines different naming types, trends, and processes through the lens of the cybersecurity industry
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