How O2, Sainsbury’s and Lego used language to their advantage in different situations.
Supermarkets are 56 per cent generic in their use of language, using words such as ‘customers’ and ‘products’, according to consultancy Lingua Brand, which uses analytics to gauge the verbal identity of a brand by looking at its communications and comparing it with competitors in that sector.
There are three key reasons why I cannot agree with Mark Ritson when he says ‘Employer branding can do real harm so stop it now’. First, employer branding does have a target: the candidate. Such ‘consumers’ can be studied through a lengthy insight phase using a major provider, such as Universum. These companies are already […]