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I am embarking on a new paper that is to explore the power of language in engaging consumers with a brand. I would love any examples, information and thoughts people have on the subject. Just think of the longevity of taglines like “Just Do It” or phrases that enter our social consciousness, “Think global, act local” which then became “Glocal”. There is some controversy over who should be credited with the latter example. This is all fascinating stuff and we must never lose sight of how words and the dialogue they inform can influence and move us. Post your comments and thoughts!
Jeff Swystun, Chief Communications Officer, DDB Worldwide
This page contains a single entry from the blog posted on January 26, 2009 3:45 PM.
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Comments (2)
Rachel Cheung
Words are powerful but I believe that the art of "crafting taglines" is in word choice, but more importantly, the order you say/ write it.
Adidas: Impossible is Nothing campaign
Truly inspiring and honest. Adidas invited over 30 international athletes into an art studio. Art supplies were provided and these athlets where asked to illustrate their "Impossible" story of a defining moment in their professional journey. These drawings became the characters and elements in a multi-media campaign.
Imagine if the tagline reads: Nothing is Impossible, it just doesn't emit the same feeling. This is a great example showing why arrangement of words are just as important as the choice of words.
Posted by Rachel Cheung | February 6, 2009 11:08 PM
Chris Pronchik
Gatorade’s recent commercials demonstrate their confidence in the power of words. The recent G campaign has left some viewers a bit perplexed. What is G? I remember being drawn in by the vocal tone and rhythmic tone of the strong and sharp language the first time I watched the commercial. I was anticipating the arrival of an apparent brand placement that in the end never came…or did it? As the commercial vanished in front of my eyes leaving my curiosity unfulfilled I had a slight instinct that it may have been Gatorade. However, I would not have bet money on it at that point. As I learned more and more about this G campaign, eventually realizing its association with Gatorade, I began to appreciate the poetic evolution of this brief wordy commercial.
Let me take a step back to explain what I mean by poetic evolution. As I had said, the first time I watched this commercial I was captured by the sounds and flow of the words. I wasn’t necessarily processing them or their meanings and I arrived at an intuitive association with Gatorade. This is similar to the process you undergo when first reading a poem: surely it sounds nice, but more often then not you will fail to understand it. After a while I was able to give it up, until it came on again of course, and again. I started to gather words such as game, champion, athlete, all words that I would naturally associate with a Gatorade product. So I ventured online and satisfied my curiosity. Gatorade it is.
From thereon, the commercial continued to suffice with me, more and more of the words resonated in my head. The narration is filled with a plethora of “g” words. Words like gifted, dynasty, glorious, greatest, etc. reach out on one level to the mentality of athletes alike. However, these words also reach out to a more broad range of us who strive for success in general. It screams, whether an athlete or not, Gatorade has something for you. It’s an inspiring commercial for anyone. While all of this is going on, Gatorade is using the same language to build itself. It perceives itself as the greatest among drinks of its kind and it uses this language association to assure that. Did you notice how close the line, “it’s the emblem on the warrior” sounds like “emblem on the water?” This commercial exemplifies the sheer versatility and power of language in marketing a brand. Being a college athlete, I have since purchased plenty of Gatorades and never fail to recognize the bold G on the new label. I have also noticed that the extended their use of language straight to the label, marking it with phrases like “shine on for” the Gatorade A.M., “bring it on” for the Gatorade Fierce. Language is a brand.
Posted by Chris Pronchik | February 10, 2009 4:22 AM