Twenty-six Ways of Looking at a BlackBerry: How to Let Writing Release the Creativity of Your Brand

Front Cover
A&C Black, Apr 1, 2009 - Language Arts & Disciplines - 240 pages
0 Reviews
Business
writing can be particularly difficult to get right and far too many people
resort to deathly-dull jargon and nonsense buzz words to try to get their point
across. In 26 Ways of Looking at a Blackberry, John Simmons proposes that in
order to create business communication that is truly engaging, writing needs to
be more expressive and adventurous. 'Business-speak' undermines the
communication objectives of brands as they try to move beyond respect to 'love'.
This is now seen more and more as the imperative for young, aspiring brands as
well as big, corporate brands. The book explores ways that everyone
involved with communicating a brand's values - marketers, advertisers, PR
people and so on - can focus on the potential of language to reach their goals.

To
illustrate this, the author has taken a basic example of business
writing and rewritten it in 26 different ways, each following a
constraint. For example, as a fairy story; without using the letter
'e'; written in the style of Dickens; as a letter to a friend; as a six
word story; as a sonnet. In each case, Simmons looks at what effect
that particular constraint has on the writing, how it helps or hinders,
and what lessons can be drawn from the exercise that can be applied to
business writing in different situations.

A unique and
entertaining approach to business writing with some great advice to
impart to help you get the most out of writing for business.
 

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

Introduction
1
exercises in constraint
11
2
18
3
24
4
29
5
35
6
41
7
48
17
108
18
115
19
121
20
128
Plain English principles
136
Seven deadly sins
150
Pronoun shift Fairy tale Questions
160
Haibunhaiku 26 Last words 164
164

8
53
11
70
12
79
13
84
14
90
15
96
16
102
Conclusions
177
Style of Dickens Written in Starbucks Sixword stories Alliteration
190
Notes Acknowledgements
208
No e Song lyrics Eightword sentences Greek myth Graphic novel Letter to a friend Change of structure Shakespearean sonnet Newspaper leader artic...
220
108
221
10
222
Copyright

Other editions - View all

Common terms and phrases

About the author (2009)

John Simmons is a consultant and author whose books have been
internationally influential. A former director of identity company
Newell and Sorrell, then of leading brand consultancy Interbrand, John
is now an independent consultant and director of brand language
atwww.thewriter.co.uk, where
he writes regularly for the media and runs writing workshops for
individuals and businesses. He is a co-founder of 26 (www.26.org.uk), a
U.K.-based non-profit collective that champions the cause of better
writing in business.

Bibliographic information