The Invisible Grail

How brands can use words to engage with audiences
John Simmons

All brands want to be loved. Creating that positive emotional connection between product and audience is brand management’s holy grail. But not all brands achieve this goal. And perhaps the ones that most want to be loved are the ones that fall shortest of finding affection. What are these brands missing? How can they bring themselves closer to their customers and their own people? How can they reveal the grail?

The invisible grail argues that the secret to unearthing this ultimate prize already exists within most businesses. But it lies hidden. Beaten down by the continued over-emphasis on visual impact. The answer lies within the power of the brand’s verbal identity – the words and stories that are used to represent what the brand stands for.

What is verbal identity? And where can it be found, lurking, hidden from view? The invisible grail answers those questions by taking the reader on a quest that explores the extraordinary but neglected power of language to bring brands and their audiences into more rewarding relationships.

The invisible grail is an immensely stimulating book for anyone close to brands. It will take you on a captivating journey of discovery with a valuable treasure awaiting at the end.

“Absolutely chock full of insight and fresh ideas about brands, business
and language.”
James Hill, Chairman, Birds Eye Walls

“For anyone who loves language, this is a book to read and treasure. It is so lucid, so elegant, so engaging, so quirky – who but John Simmons would write a whole section travelling on the underground with each passage starting and ending with consecutive letters of the alphabet?”
Timothy Stockil, Amazon reviewer, Surrey

“If you are writing for any business, at any level, then please stop now. And do not start again until you have read this book. There's something incredibly persuasive about John Simmons. But he doesn't just persuade us to take more risks with words in business – with The invisible Grail he shows us how.”
Martin Hennessey, Creative Director, The Writer

JOHN SIMMONS is a writer and consultant on brands. He is director of training and brand language at The Writer (www.thewriter.co.uk) and was formerly verbal identity director of Interbrand. He co-edited The Economist guide to brands and branding and writes regularly for the media. He is editor of the Great Brand Stories series published by Cyan.

We, me, them & it, The invisible grail and Dark Angels form the Writer’s Materials Trilogy. These thematically linked books have been hailed as literary classics and as essential manifestos for every writer in business who wants to become a better writer. John is also a trainer, running workshops and courses through The Writer, D&AD and the Arvon Foundation on creative writing for business. As a writer, his recent clients have included Diageo and Unilever, Heal’s and the Old Vic.

His belief in the value of words and the need for better writing in business led him to co-found the writers’ group 26 (www.26.org.uk). Projects initiated by John through 26 include 26 letters: Illuminating the alphabet and From here to here: Stories inspired by London’s Circle Line (all published by Cyan).

1-904879-69-1
£9.99 PB
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