We know that words matter. They have an incredible power to move people, and when used thoughtfully—even poetically—they can change the way people experience brands.
For example, there’s something poetic about Volkswagen’s 2013 campaign encouraging us not to text and drive. In one ad, a nearly blank page simply says, “See you n…” —cleverly incorporating auto-correct to anticipate the last word as either “now” or “never.” It’s a powerful use of four words to tell a story, affect behavior and solve a problem.
If design thinking is how brands can use design to solve problems, perhaps poetic thinking is how brands can use language to solve problems.
The suggestion is not that brands begin speaking in iambic pentameter. But, if we craft a brand's language to be as poetic as its design is artful, we can have a significant impact. As our new article on the art of effective storytelling notes, the key is “finding that balance between having a living and breathing expression while still remaining true to the core what, how and why of a brand.”
Artful language helped HSBC claim the second highest rank of any financial services brand on Interbrand’s latest Best Global Brands report. Delivering on their positioning as “the world’s local bank,” their iconic advertisements featuring a single word seen from multiple perspectives was a sublimely poetic way for a bank to raise its brand value by conveying understanding, empathy and humanity.
In an equally poignant mix of design and poetic thinking, an Asian non-profit, Samaritans of Singapore, promoted their crises-prevention services by crafting phrases that convey different messages from different angles. These heartfelt ads show that depression can hide in plain sight, reading, “I feel fantastic” when right-side up, and “I’m falling apart” when upside down.
The thoughtful use of language is essential to helping brands express an emotionally engaging, strategically consistent and differentiated point of view. When combined correctly, an inventive piece of design coupled with a poetic turn of phrase can move hearts—and business margins—in powerful, world-changing ways.
For more on crafting language and story to elevate brand communications, download our new article on “The Art of Storytelling.”
Michael Mitchell is a Senior Consultant, Verbal Identity, at Interbrand Singapore.