The Invisible Grail: In Search of the True Language of Brands

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The one thing that all brands desire is customer affection. They want to be loved. And when they are not loved, what are they lacking? Is it possible to find the missing element xC2;- the holy grail xC2;- that will bring them closer to their customers and their own people? In his new book, John Simmons reveals how to undertake and complete that quest xC2;- using the power of words.

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Until recently John Simmons was a Director of leading brand consultancy Interbrand. He is now an independent writer and consultant working on brands as diverse as Boots, the BBC and BirdxC2;xBF;s Eye (to mention only the BxC2;xBF;s). John has a degree in English Literature from Oxford University. He worked extensively in publishing as a copywriter and as communications manager at the National Economic Development Office before joining Newell and Sorrell in 1984. There he led a design team on many major identity and communication programmes, including those for Royal Mail and Waterstone's. He has advised clients on the use of language to express the distinctiveness of a brand, including Marks & Spencer, Guinness and Air Products. John is a Fellow of the Royal Society of Arts, and has three times been a judge in the 'writing for design' category at the D&AD awards, this year as Foreman of the jury. He runs xC2;xBF;Writing for designxC2;xBF; workshops for D&AD and for thewriter.co.uk. He has written two books on the subject of the relationship between language and identity. We, me, them & it: the power of words in business was published by Texere in November 2000 and became a business books bestseller on Amazon. The invisible grail: in search of the true languageof brands was published in the UK in March 2003, has just been published in the USA and is already in its second edition. In November Profile Books published the Economist Guide to Brands and Branding, jointly edited with Rita Clifton. JohnxC2;xBF;s latest book My sisterxC2;xBF;s a barista: How they made Starbucks a home from home has just been published by Cyan Books, and he is the series editor for CyanxC2;xBF;s Great brand stories. John is a founder member of 26, the not-for-profit group that champions the cause of more creative language in business.