New Language to shape future brands


Came across this insightful article by Yael Alaton and wanted to share it with our regular readers.

The article explores why the use of language lags behind an ever-changing branding world. For the record it doesn’t with BrandRelationsTTJ – just thought i’d get that in there.

‘As our culture changes, so does our language. The words that surround us every day influence our mindset and shape the way we think and act. For brand experts who both reflect culture and influence it, this is all the more important as the language we use is integral to the way we imagine, create, and shape the brands of the future.

Branding is a constantly changing, progressive discipline. Then how come the language of branding lags so far behind?’

Read full article.