A branding consultant explains how to craft miniature messages such as headlines, titles, sound bites, brand names, domain names, and slogans that grab attention, communicate effectively, and stick in the mind, focusing each chapter on a particular...
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Universitätsbibliothek der Eberhard Karls Universität
Signatur:
52 A 5038
Fernleihe:
uneingeschränkte Fernleihe, Kopie und Ausleihe
Standort:
Brechtbau-Bibliothek
Signatur:
MB 976.659
Fernleihe:
uneingeschränkte Fernleihe, Kopie und Ausleihe
A branding consultant explains how to craft miniature messages such as headlines, titles, sound bites, brand names, domain names, and slogans that grab attention, communicate effectively, and stick in the mind, focusing each chapter on a particular tool
MEANING:Be clear -- Choose the right word -- Paint a picture -- Push buttons -- Evoke specific situations -- Zoom in on telling details -- Tap into metaphor -- Use ambiguity for good, not evil -- Say the wrong thing -- SOUND:Keep it simple -- Give it rhythm -- Play with poetic patterns -- Make the sound fit -- STRUCTURE:Break the rules -- Coin a new word -- Make a play on words -- Combine words artfully -- Use grammar expressively -- Repeat structures -- Teach an old cliché new tricks -- SOCIAL CONTEXT:Evoke conversation -- Establish a relationship -- Create a microvoice.
