All posts filed under: Language

Brand accuracy – transparency vs disclaimers

Brand accuracy – transparency vs disclaimers

Disclaimers are everywhere. From the websites we visit to the products we buy and the ads we watch, the terms under which consumers read and receive are carefully wrapped in legal bubble-wrap to protect brands from liability. In an age of transparency, such disclosures seem prudent and very much in keeping with the demands of today. You know where you stand. The terms for what you are getting are laid out in explicit detail. Or are they?

The fast and slow pace of brands

The fast and slow pace of brands

In a market filled with possibilities, there is power and focus in constraint. I pressed this point home recently in a discussion on why brands can’t just continue to add to their visual language. The argument I was getting – we need an extended palette to show the diversity of what we do and to prevent our brand looking monochromatic. My view – that adding layer upon layer of visual language to a brand doesn’t free up anything. On the contrary, it adds complexity that make no sense to buyers and that end up looking confused in the shopping aisle.

Mind your brand language

For brand’s sake, mind your language

Language is one of the most important definers of any organisational culture. The language you choose, the language you don’t choose and the language you choose to replace are a reflection, and in some senses, a definition of your priorities. As the American writer Rita Mae Brown once observed, “Language is the road map of a culture. It tells you where its people come from and where they are going.”

More brands should leave more things unsaid

This is a guest post by Mark Blackham. It’s a huge pleasure to have Mark as my first ever guest blogger at Upheavals. I first met Mark many years ago, and he has been a regular commenter here on reputational and branding issues. I hope you enjoy his perspectives as much as I do. The more I learn about how humans receive information and conceive ideas, the more simplistic most marketing looks. We’re beginning to understand from brain research that a million different experiences, predispositions and feelings go into each human decision. Behavioural economist Daniel Kahneman talks about a ‘remembering self’ that selects the experiences we use to create and define ourselves. Each one of us has this complex bundle of self-selected memories that influence our decisions. Yet marketing is often based on one insight thought to be common across all target customers. When you consider the variance of attitudes possible across individuals, that insight has to be a generality to be accurate. And if it’s a generality, it’s likely to be irrelevant to the …