Corporate Language

What exactly does the white sandy beach with its touched-up emerald ocean and obligatory palm tree say to us? Time off, relaxation and some quiet summer reading? Sun allergies, marital rows and pickpockets? Piña Colada, samba and a holiday romance? Bitter poverty, illiteracy and the last stand for real communism? Jellyfish, algae and sharks?! Services and products need to be put into writing and prospective customers persuaded to buy. Successful brands do so through a characteristic mode of speech, using a corporate language which together with the concern's corporate identity makes the company distinctive and convincing. This is then immediately...

recognisable to clients, multipliers, investors and journalists and adopts a linguistic style which both appeals to and seduces the senses. Like to know what copywriters have learnt from Casanova? And what the twelve steps to good corporate language are? Armin Reins invites you to undertake a journey on which you will learn about emotional and pictorial language – and how to use it to the utmost success. Don't delay and book today!

Includes contributions by Benny Hermansson, IKEA, and Thomas-Bernd Quaas, NIVEA, with valuable checklists on text quality and corporate language and a
calculation of the profitability of language by Dr Ralph Jahnke
388 pages with over 100 colour illustrations
Size 16 x 24 cm
Hardback with embossing and reversible cover
ISBN 978-3-87439-669-1