Words Words Words

Dear Reader,

Our issue WORDS WORDS WORDS is about how brands speak. We have moved into a swift-thinking fast culture, where ‘Say it Already’ would be the order of the day. Impatience is the norm and it governs all our actions. We don’t have time to read, and yet, that’s what we expect you to do with every newsletter. Read!

From Eliza Doolittle’s refrain “Words, words words, I’m so sick of words”, and the Beatles “Words of Love” to Apple’s Imagine and Nike’s Just do it, words have governed how we think and act. But more than anything, it’s all about how they make us feel. Words are emotive punch bags. This edition brings you how branding language is defined by tone of voice in the article How Tone of Voice Shapes Brand Perception. With information getting shaped by emojis and gifs and reduced to short spurts of messaging, we talk about the reinvention of taglines in the piece No More Tagging by our in-house writer, Antara Dey.

Or …..we talk about the imminent demise of taglines...

In all, ‘think before you speak’ is our core adage for defining brand expressions. We welcome your responses to this bulletin.

Warmest wishes,
Anthony Lopez

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