“You Are Your Words,” Says American Heritage Dictionary
When I heard the title of American Heritage Dictionary’s campaign for its 5th edition I wondered if the agencies in charge were trying to send any subtle messages about branding under their client’s noses. I discarded that thought almost instantly because if there’s anyone who knows just how precisely words can define people, objects, eras, and yes, companies, it’s a lexicographer. But I wonder if the head of AHD has ever stopped and thought about how valuable that knowledge is to people who attempt to carve out comfortable, profitable homes in words.
“Just do it,” “Where’s the beef?” and “Diamonds are forever” contain words that can each be looked up, but experience with those brands is required to discover that each phrase really means sportswear, fastfood burgers, and fine jewelry, respectively.
We do a very interesting thing during the branding process. Choosing a logo, colors, ad concept, tune, we use familiar words to describe something completely unfamiliar because it hasn’t ever been seen or heard before. And should you or I come up with an entirely text-less way to express yourself, someone out there will be duty-bound to translate that into a word or two. Like breathing it’s critically necessary, terribly mundane, and way more complicated internally than the resulting syllable or two can convey. So choose wisely.
When you’re deciding on a signature phrase or tagline, dig deep. It may be tempting to make a play on a well-known phrase, but it’s always a good idea to research that phrase’s origins to be sure a) it means what you think it means b) it means the same thing to your market c) you can truly send a relevant message using it and d) it’s not copyrighted.
You may be surprised what you find out about familiar words–and your place among them.
Enter your email to get random special notes from me about marketing copy, language, and grammar you can put to work as soon as you read them. It’s not a newsletter–it’s your chance to pull me aside for answers to your own questions, too!
((Comment on behalf of Stephen Hard, who had Livefyre difficulties)) I believe the best taglines or slogans are all about either delivering a promise (FedEx - The World on Time; RAID - Kills bugs dead) or invitation (Burger King - Have it your way). Plays on words or catch phrases always provide strong references and can make them more memorable (Bank of America - Bank of opportunity). The true power of words shows in developing slogans with as few words as possible. Three or four is a true target to aim for.
Ultimately, the real key is making your words support the brand and make them memorable to consumers or your target audience. If they generate some PR... all the better.
Here's a list of memorable efforts: http://www.chomchomadvertising.com/360-most-famous-business-taglines/
I don't think people dig as deeply as you suggest they ought. Great reminder, Shakirah.
Soulati | PR In my previous post I mentioned that I use far less language than I observe, read, and listen to. This is my reason for that.
Trackbacks
Subscribe
Join Michelle Baker, the Corporate Writing Pro, and I every other Thursday at 4pm EST for #WrMatters, the only Twitter chat for non-writing professionals to discuss the what, why, and how Writing Matters every day.
[...] "You Are Your Words," Says American Heritage Dictionary | Deliberate Ink the You are your words campaign for American Heritage Dictionary strips branding to its most basic units. Source: deliberateink.com [...]
[...] “You Are Your Words,” Says American Heritage Dictionary (deliberateink.com) Advertisement GA_googleAddAttr("AdOpt", "1"); GA_googleAddAttr("Origin", "other"); GA_googleAddAttr("theme_bg", "301e07"); GA_googleAddAttr("theme_border", "CC9752"); GA_googleAddAttr("theme_text", "cccc9a"); GA_googleAddAttr("theme_link", "ff99cc"); GA_googleAddAttr("theme_url", "21B6A8"); GA_googleAddAttr("LangId", "1"); GA_googleAddAttr("Autotag", "books"); GA_googleAddAttr("Autotag", "entertainment"); GA_googleAddAttr("Tag", "the-american-heritage-dictionary-of-the-english-language"); GA_googleAddAttr("Tag", "you-are-your-words"); GA_googleFillSlot("wpcom_sharethrough"); Share this:TwitterLike this:LikeBe the first to like this post. January 20, 2012 Syllable Categories: Uncategorized Tags: The American Heritage Dictionary of the English Language, You Are Your Words [...]