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Wired Words Language is the New Corporate Identity by Steve Morris

Wired Words Language is the New Corporate Identity

Part of the Financial Times Series Series


Wired Words Language is the New Corporate Identity by Steve Morris

Words are the oxygen of corporate identity. With e-business making real the dream of one-to-one marketing, corporate branding can no longer be one-dimensional. A brand needs to live, to speak, to communicate in this forum of connectivity. Customers are no longer passive listeners of corporate messages. They are communication partners involved in an interactive process. All organizations have their own personality - their own corporate DNA. This may affect the way a company writes, communicates, speaks, but this is not enough. We need to analyze the personality of a business and develop a coherent tone of voice and approach to language that really helps build and strengthen its brand impact. Wired words are core to this.

About the Author

Steve Morris has written 14 management books, many for FT. His company specialises in web words in a crazy world. They wrote the award winning Cellnet Genie site and many others. Steve has travelled the world spreading the message about the need for new writing.

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Book Info

Publication date

28th July 2000


Steve Morris

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Publisher an imprint of Pearson Education Limited


208 pages


Organizational theory & behaviour
Internet guides & online services
E-commerce: business aspects



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