Not just CEOs and corporate spokespersons who need effective language to be the message. The most successful advertising tags are not considered the product's slogan. They are the product. M & M "melts in your mouth, not in your hands", "Please do not push the Charmin" bathroom tissue, Alka-Seltzer "plop, plop, fizz, fizz" "between product and marketing is no easy place Things that reflect "not only the spirit of the brand but the company itself and its cause in business," says David Droga, the world's leading creative director of Publicis.

In the same way, advertising experts identify the common quality of the most popular and longest business icons Ronald McDonald, Marlboro Man, Betty Crocker, the Energizer bunny – they are not whimsical when they buy Big Macs, a box of smoke, a box of cake mixes, a small packet as well as the most celebrated slogans, these products.

Walk on any bookstore and find dozens of books The company's communication process has been sliced ​​thinly and jeopardized over and over again, but it does not find a book about the truly basic features in the 21st century world: corporate personality and the use of words

corporate leadership, corporate ethics, the amount of products and services offered, the interaction with the customer, and, most importantly, the language that combines all this. Most of the large companies have no corporate personality, but those that benefit greatly. Ben & Jerry attracts customers because of the traditional (and unusual) flavors of funky names, but the positive relationship between management and their employees also plays a role, even after Ben and Jerry have sold the company. McDonald's and Starbucks in the 1970s were an integral part of American culture and the lifestyle reflected by the foods and drinks that they offered, but the lexicon in the store helped isolate it from the competition. (Did anyone ever call a man who gives them a cup of coffee to a "barista" before Starbucks makes that term popular?) Language is never the only determinant of creating a corporate person, but you find

And when the message, the messenger, and the recipient are all on the same page, I call this rare phenomenon as "language alignment," and much less often than we would expect. In fact, virtually every company that used the company to provide communications advice was not verifiable from a linguistic point of view

. This is displayed in two ways. Firstly, in service-oriented businesses, sales force is too often sold in a language other than marketing professionals. There is nothing wrong with personalizing the sales approach of individual customers, but if your sales force promotes an ad that is not similar to the advertising campaign, it undermines both efforts. The language used in ads and promotions must match the language on the street, the store, and the floor. For example, Boost Mobile, which meets the demographic needs of young people in the city center, is where "Where are you?" Use with a slogan. Not grammatical (or politically) correct – but this is the language of the consumer.

Secondly, companies with more than one product in the same area are too often allowed to overwrite and collapse these products. Procter & Gamble can sell a hundred different objects, but if both of them fill in another claim, another place and / or another category, they can perfectly match the same language. You can use the same glossary to sell a soap that you sell as a single consumer will not confuse the products and what they are doing.

Not for a company that works in a single line or for selling beer where companies use exactly the same adjective to describe very different products. In this case, language alignment requires much more disciplined language segmentation. It is almost always a more effective sales strategy for sharing the proper adjectives and creating a unique encyclopaedia for each brand.

An example of a large company facing both challenges and still succeeding in language alignment, even as thousands of employees are deployed, Ford Motor Company has a surprisingly diverse range of brands between Mazda and Aston Martin. Ford's corporate leadership has recognized that it is impossible to separate Ford's name, corporate history, heritage and vehicle selection – so why bother it. They came as a package. Of course, Ford maintains unique brand identity through national and local advertising campaigns as well as creating and maintaining a separate image and language for all brands. For example, the "uniquely sensual style" is certainly true of a Jaguar S, but may not necessarily apply to a Ford F 250 pickup truck. But the fact that the CEO runs the name of Ford is constantly communicating with the company's customers, and Bill Ford, sitting next to a management team and Ford's leadership and innovation section, aligns each brand with each brand.

The words he uses – "innovation", "driven", "re-committed," "dramatic," "dedicated" – symbolize the simplicity and shortcomings of effective communication and wound around the CEO who is fourth- company – so credibility. Cars are messages, Bill Ford is messenger, language lingers, and Ford is much better off against the US car industry crisis than the major rival General Motors. Again, Ford's language is not the corporate image and single leader of sales – but this is certainly a factor.

It's a fact that the branding campaign was so successful that GM jumped on board. But Ford took one step further. At the beginning of 2006, they began to exploit Volvo's ownership (I know how many readers did not know that Ford bought Volvo in 1999 and bought Jaguar a decade earlier) to deliver company-wide commitment to car security, brands and vehicles. Volvo is one of the most respected cars on the road, and all Ford is an industry leader behind a really smart strategy.

What about Competitors?

General Motors, when the automotive power plant has the same variety of product lines and undoubtedly richer in technology and innovation history, the public message of refusals, redemptions and redundancies was designed to appeal to Wall Street, not Main Street, and the sale of new cars was lifted. At the time of writing, GM suffers from record losses, the release of record ads, and the number of bad stories that have failed to make marketing efforts.

You should not have.

The actual attributes of many GM products are more attractive than the competition, but the product image itself. The GM car owner has to tell the world that you are so much in your 1970s and because what you are leading is an extension and a way of expression, people eventually buy cars that they love less because they feel that they are cars say something more about them.

Think about it. Here is a company that first developed a catalyst, developed the first advanced anti-tipping stabilization technology that first developed engines that use all kinds of mixed gasoline and most importantly on today's market, OnStar – an incredible new age computer security and tracking device. Still, most American consumers have no idea that these valuable innovations come from General Motors, simply because GM has decided not to tell them. So, in order to align with the latest and greatest emerging technology, GM is in the worsening dialogue between shareholders. No Sorting = No Sales.

Another problem with GM: No one knew the different brands were under GM moniker. . . GM. Even well-known brands such as Corvette and Cadillac were divorced from the parent company. Even worse, the different brands (except for Hummer, who could not get lost in a crowd even if the dealer wanted them) used a similar language, similar pictures and similar messages – blurring the difference between brands and the GM vehicle rolling on anything other than generic American cars. Repeated marketing mistakes were only part of the recurring problems of GM, but since this issue was entirely under their control, the simplest solution was to find.

When products, services and language adjust, they get another key feature: credibility. In my own market research, at dozens of Fortune 500 companies, I found that the most appropriate way to personalize authentic communication is: members of the audience see themselves in the slogan. . . and therefore in the product? Regrettably, personalization is not easy.

To illustrate how companies and brands are creating attractive people in a competitive space, while addressing the needs of different consumer groups, let's take a look at cereals. Anyone can go and buy a box of grain. But different cereals offer different experiences. Watch and Monitor Their Marketing Approach and the Words That They Use

Most of the cereal directed to children are selling energy, excitement, adventure, and fun – even more like sugar-coated rice or wheat puddings in the cardboard box. On the other hand, selling cereals for adults on the basis of their ability to preserve and improve their health – on a secondary basis.

Children's grain is no accident cartoon characters – tigers, parrots, chocolate vampires, Cap & # 39; ns, and a tiny trio in pantyhose – never adult or official figure. The adult cereals are upside down with a not-so-well-groomed Food Police message, smiling with sandwiches, exclaiming that this grain is popular for healthy and cholesterol-conscious adults who do not want to take colon cancer! Ugghhh. Kids do the frozen flakes because they are "disgusting"! The adults are buying a special K because they want to be as attractive and powerful as the performers. When it comes to cereals, the only thing that parents and children share is that the taste is just a little more than the picture, the experience, and the product group – and if communication seems to be authentic, they will be bought.

And the grain will surely sell it. From Cheerios to Cinnamon Toast Crunch in 2005, over $ 6 billion of cold grain was sold in the United States alone. If you look at the five most respected brands, there are many customers. The use of the language of the five brands is noticeably different, but in every case is absolutely indispensable.

In examining the first and third best-selling brands of cereals, we first believe that only a small change in the ingredients indicates a difference. Cheerios and Honey Nut Cheerios are all around the same full grain O-shaped cereals, but actually add two very different products, honey and hazelnuts.

The language behind Cheerios is a very simple and all-inclusive "The One and Only Cheerios". It can be for kids. . . for young adults. . . for parents. In fact, Cheerios wants to sell them all. On its site, Cheerios is the right grain for "toddlers between adults and everyone." The delicate, heart-shaped bowl on each box indicates that the "whole grain" cereal is a healthy day for a healthy day. But the website also includes a section for completely younger adults with recommendations and "new parents' tips" that Cheerios helped them to create happy, healthy children. The language behind Cheerios works because it outperforms traditional social constraints and adds the sensitivity of the originality of the product.

Although you probably have a happy and healthy life with Cheerios as your only grain selection on the grain market that requires more. Grain-consuming audiences require a different flavor and linguistic approach to roughly four to fourteen years of age. Buzz is the bee honey, the Honey Nut Cheerios kid's mask, the irresistible taste of "golden honey" and sells the sweetness of the product to a demographic product that is sweet. While the parent knew he wanted cereal for the sweet taste of his baby (which was transmitted through the package), the Honey Nut Cheerios had to go further on the parent test. "Full grain" and "13 essential vitamins and minerals" on the box result in product authenticity, authenticity, and parent approval

Two different messages in a common box effectively market the same market for both children and parents so in 2004 Honey Nut Cheerios became the third largest grain marketed. By adding honey and nut, the Cheerios line maker, General Mills, filled the gap between young children and children. young adults, and completed the lifetime of the Cheerios cradle to the grave for the consumer.

If you want another example if you want people to think that they are hip or healthy, make sure they are familiar and the better they are. No one walks on the diet Dr Pepper is at hand, who is impressed by everyone. Nowadays, it is almost as if the refreshing drinks are for children and non-educated masses. There is a cache of water consumption, and expensive and exclusive brands are anger. Now some people who have refined, trained taste buds can taste the difference between Dasani and Aquafina (of course I do not know), but acquaintances of the fashionable waters are more likely than non-seductionists (or, to continue the topic, posters) . You will not see that many walk around Cincinnati or Syracuse. Hollywood, South Beach, and New York's Upper East Side are another story in the usual way.

There is one final aspect of the message that has an impact on what we hear and how we hear it. The delivery of our language is as important as the words themselves, and nobody understands this principle more than Hollywood. At a Beverly Hills edge on a boutique Italian restaurant at the corner of a small table, there is the chance to dine with legendary characters Charles Durning, Jack Klugman and Dom DeLuise. Throughout the dinner litany stories are actors, writers, and most memorable movie series have ever shipped. (The Emmy Award Winner, Klugman, "Do not Talk A Great Line but Served.") Most notably, Odd Couple and Quincy, known as the role of Klugman, told a story that Spencer Tracy practiced his line at the end of a career at the screenwriter's presence. Obviously not content with reading, the writer Tracy said, "Please pay more attention to how you read this order? It took me six months to write" that Tracy retorted: "Thirty years to find out how to say it correctly lines that lasted only six months. "

Spencer Tracy knew that the message was – and the Austrian Prize Shelf proved it. [1959:003] WORK Dr. Frank Luntz. Copyright 2007 Dr. Frank Luntz. All rights reserved. Hyperion was released. Where Books Can Be Sold,

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