Research seen exclusively by Marketing Week identifies six styles of language that marketers use to communicate their company’s personality. Is your brand cool, caring or sociable? asks Lucy Handley.
Agent Provocateur does it, as does MTV. Both brands successfully use the language of “cool” to create brand desire. But businesses don’t have to use this emotion to be desirable, according to a study by brand consultancy Clear, which spoke to 22,000 people in six countries.
Using the languages of “cool”, “sociability”, “status”, “care”, “respect” and “reassurance” can all draw consumers to your brand as long as you choose the right communication strategy, according to Clear’s report, which has been seen
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