Brand people are woeful at defining that we’re (actually) talking about

* Alistair Herbert is the founder of Linguabrand, a verbal identity management company that helps brands use words. He tweets here

“Brands need to put the same effort into creating a unique ‘tone of voice’ for the language used in call centres and on bills as they do for advertising campaigns or risk creating a disconnect that could hit sales.”

There’s a lot of trumpeting tone of voice at the moment, like the above quote from Marketing Week. But without some cold facts this sounds like hot air. Continue reading

Brand people are woeful at defining what we're (actually) talking about

* Alistair Herbert is the founder of Linguabrand, a verbal identity management company that helps brands use words. He tweets here

“Brands need to put the same effort into creating a unique ‘tone of voice’ for the language used in call centres and on bills as they do for advertising campaigns or risk creating a disconnect that could hit sales.”

There’s a lot of trumpeting tone of voice at the moment, like the above quote from Marketing Week. But without some cold facts this sounds like hot air. Continue reading

Perhaps PeerPerks Palestinian premieres pack perfect punch

The alliterative headline to this piece was one I submitted for my latest article on TechCrunch and was somewhat prosaically replaced with ‘The limits of social influence? Big Ben is influential on… drugs’.

Still you can’t win them all and while the piece was all about the so-called measurement of influence through social networks, it underlines how people perceive the use of words, and how the words themselves influence people. Continue reading