Why Brand Value Can Matter Most When it Doesn't Seem to Matter at All.

Posted by Owen Matson, Ph.D. on Apr 11, 2017 4:03:49 PM

Shakespeare's Juliet famously argues that names don't matter:  "What's in a name?  A rose by any other name would smell as sweet." In other words, calling a rose by any other name--whether a "dandelion" or "doughnut"--won't change the way the flower effects our sense of smell.  Juliet's line presents a classic take on the arbitrary character of names.  Names are nothing more than human inventions that refer to real things.  As such, names obviously don't change the reality of things themselves.  It's common sense.

Then again, what we call a "dollar bill" is more than a piece of paper. The Mona Lisa is much more than a bunch oil paint smeared on an old canvas.  While names are aribitrary, they are not trivial.  Things are things, but names and labels shape how we experience the meaning of these things. I don't know about roses, but a car by another name can be in fact feel much sweeter.  

So what's in a Brand?  A lot.

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Topics: B2B Content, Automated Sales, B2B Brand Writing, Brand, Brand Style Guide, Brand Story, Brand Identity, Brand Strategy, Automotive Industry

High- and Low- Brand Diction: Little DIfferences, Big Differentiation

Posted by Owen Matson, Ph.D. on Apr 5, 2017 6:05:04 AM

Small is Tall: Marketing in a Nutshell

 

Yeah yeah--small, tall, whatever.  Just give me the caffeine.  

We all know that clever little "disruptor": Some sneaky marketing genius at Starbucks decided that their small coffee would be known as a "tall"--a shift in diction that happens to earn about twice as much for the comparably sized "small" cup of coffee at McDonalds.  

Words matter.  What's the difference between a hotel and a motel?  Sometimes--maybe often--just a letter and about $50 a night.  And there you have it: Marketing in a nutshell. 

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Topics: B2B Brand Writing, Brand Style Guide, Brand Voice, Brand Writing, B2B Content Writing, Content Creation, B2B Content

How to Differentiate Your Brand Voice: Some Essential, if Unusual, Tips.

Posted by Owen Matson, Ph.D. on Apr 4, 2017 6:29:54 PM

How to Differentiate Your Brand Voice: Some Essential Tips

 

 

When it comes to authentic branding, whatever else you do, I highly recommend NOT referring to your brand’s “value proposition” as a “quality solution.”

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Topics: B2B Brand Writing, Brand Voice, Brand Writing, Differentiators, B2B Content Writing, Content Writing, B2B Content, B2B Digital Marketing, Tone, Style, Brand Style Guide

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