Voices Drive Choices
Brand voice is one of only two senses which can be communicated over distance. Using case studies Alastair will provide clear guidance on how to improve retail performance by changing the way brands and their people speak.
Thursday October 20, 2016 - 14:45
Alastair Herbert, a former marketing director for Invesco and FTSE, is the Founder of Linguabrand, will be Introducing ‘the sensory being’ and how language develops. Where brand voice fits in brand communications. The three types of language: conceptual (difficult for the brain to consume), sensory (easier as our motor-systems respond in kind) and metaphorical (painting mind pictures and the way the mind works – Pinker’s ‘The Stuff of Thought). Listening - the importance of feeling over meaning. Metaphor as the basis of understanding consumer framing. Metaphor as the basis of measuring persuasion. The research holy grail – listening for answers without asking questions. Identifying emotional buying triggers. Gender differences in language use. Three key take outs – listen before speaking, emotion over function, less conceptual language more sensory and metaphorical.
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