Abstract
Some years ago, The Invisible Grail (Simmons in The invisible grail: how brands can tell better stories. Latest edition Urbane Publications, London, 2003) [The book has published its latest edition in 2016. It is one of the Dark Angels trilogy alongside We, Me, Them and It and Dark Angels, also published by Urbane.] made the case that brands were ignoring their most obvious and available assets: words. With the decades-long emphasis on ‘visual identity’—the vital combination of logos, symbols, colours, typefaces, illustrations to make companies distinctive (Olins in The corporate personality. Mayflower Books, New York, 1979)—words hardly got a mention. But we were not just talking about any word. The argument, told in the form of a quest, was about the use of words to make an emotional impact, not the dry, corporate language that seemed to be the comfort zone for most brands.
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Notes
- 1.
The book has published its latest edition in 2016. It is one of the Dark Angels trilogy alongside We, Me, Them and It and Dark Angels, also published by Urbane.
- 2.
Internal documents of brands.
References
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McCann, E. (2017). United’s apologies: A timeline. The New York Times. https://www.nytimes.com/2017/04/14/business/united-airlines-passenger-doctor.html.
Ogilvy, D. (2007). Ogilvy on advertising. London: Prion Books.
Olins, W. (1979). The corporate personality. New York: Mayflower Books.
Simmons, J. (2003). The invisible grail: How brands can tell better stories. London: Texere.
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Baker, N., Simmons, J. (2019). Stories Make the Difference. In: Kompella, K. (eds) Marketing Wisdom. Management for Professionals. Springer, Singapore. https://doi.org/10.1007/978-981-10-7724-1_9
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