Marketing language: Make your brand a verb

Rebecca Moody, Diana Caplinska and Chris Skillicorn
Euro 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 thoughts into ideas that can be shared. Gustav Flaubert used an expression: le mot juste, the exact right word in the exact right position. As any planner or copywriter who has sat flicking through Roget's for inspiration will testify, it's a burning desire to find le mot juste: the one word that will ignite the kind of 'lightning' ideas that spread like cultural wildfire.