Marketing language: Make your brand a verb

In an age when search engines are increasingly becoming the filter for brands, the choice of words has never been so important.

Marketing language: Make your brand a verb

Rebecca Moody, Diana Caplinska and Chris SkillicornEuro RSCG London

Language and choice of words are a powerful part of a brand's armoury and can propel the brand from a single ad into common parlance.

Mark Twain once said: "The difference between the almost right word and the right word is really a large matter – 'tis the difference between the lightning bug and the lightning."

Before any idea, before any script or any line, comes the right word. Words are building blocks for brands that, when chosen correctly, can translate feelings and...

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