{"id":1937,"date":"2012-10-16T21:49:00","date_gmt":"2012-10-16T21:49:00","guid":{"rendered":"http:\/\/www.leonorapolonsky.com\/food-for-thought\/hey_watch_your_language"},"modified":"2012-10-16T21:49:00","modified_gmt":"2012-10-16T21:49:00","slug":"hey-watch-your-language","status":"publish","type":"post","link":"https:\/\/csmhosted.com\/lpa_archive\/?p=1937","title":{"rendered":"Hey, Watch Your Language!"},"content":{"rendered":"

This warning, often spoken by parents to their kids, is one Brand Builders can benefit from as well. As Brand Builders, we make choices about words — sometimes without sufficient attention to the power of words — to frame propositions to our advantage… or not. <\/p>\n

One of the beauties of taking your language up a notch – to make it more consumer-resonant and distinctive – is that it’s essentially FREE. Good language isn’t more expensive than bad language. Also, what about the power of language to impact pricing potential and value perceptions?  <\/span>Would you pay more for a “face cleansing wipe\/towelette” or an Olay® Daily Facial<\/strong>? Consider the different opportunities you have to put words to work for your Brands:<\/span><\/p>\n

<\/h3>\n

Product Descriptors<\/h2>\n\n\n\n\n
\"\"<\/strong><\/td>\n\n

Orville Redenbacher’s® <\/strong>Gourmet Popping Corn<\/strong><\/p>\n<\/td>\n<\/tr>\n

\"\"<\/td>\nor Olay®<\/strong> Daily Facials<\/strong>. <\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

<\/h2>\n

Scent • Form • Variant Descriptions<\/h2>\n\n\n\n
\"\"<\/td>\n\n

“Relax with Dawn® Mediterranean Lavender Scent<\/strong>”… or enjoy the power of Dawn® while improving the look and feel of your hands with Dawn’s Olay® Hand Renewal <\/strong>offering    <\/span><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

<\/h3>\n

Process<\/h2>\n\n\n\n
\"\"<\/td>\n\n

Louis Vuitton®: “Hand made by Craftsmen with exquisite materials<\/strong>”.<\/span><\/p>\n

Free Range eggs, <\/span>Mountain Grown Folgers<\/strong>®… <\/p>\n

\n <\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

<\/h3>\n

Source<\/h2>\n\n\n\n
\"\"<\/td>\n\n

Evian®: “Naturally pure spring water from the French Alps<\/strong>”<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

<\/h3>\n

Service • Support<\/h2>\n\n\n\n
\"\"<\/td>\n\n

How much does Apple® benefit from the words “Genuis Bar<\/strong>” vs. “Help Desk”, “Service Desk”, or “Customer Service”? Pretty genius I would say!<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

<\/h3>\n

Features<\/h2>\n\n\n\n
\"\"<\/td>\n\n

Chevrolet Malibu®: “French-stitched, leather appointed seats<\/strong> and noise-dampening acoustic-laminated glass”.<\/strong><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Might a simple “inventory” of your language – and some brainstorming – point to some really low hanging fruit to build more consumer-resonant, distinctive Brands with little or no incremental investment?<\/p>\n","protected":false},"excerpt":{"rendered":"

This warning, often spoken by parents to their kids, is one Brand Builders can benefit from as well. As Brand Builders, we make choices about words — sometimes without sufficient attention to the power of words — to frame propositions to our advantage… or not.  One of the beauties of taking your language up a […]<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1937","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=\/wp\/v2\/posts\/1937","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1937"}],"version-history":[{"count":0,"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=\/wp\/v2\/posts\/1937\/revisions"}],"wp:attachment":[{"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1937"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1937"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1937"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}