Blog in 12 2010.
One of our biggest bugbears at The Writer (and we’ve got a few), are company names with fake Latin or Greek roots.
The worst offenders are high-tech companies who mask their lack of something different to say with an intelligent-sounding name. Companies like Virage, Derivium, Sopheon, Numis and Enodis all actually exist. But even though these names are all from the last ten years, this isn’t a new trend – as we found out this week when we came across this 1853 article on The Cat’s Meat Shop.
Nick, our creative director, is in Trainingzone talking about how brand writing needs to be more than just a catchy mission statement.
"Most organisations have a bit of a brand problem: they spend a lot of time and money crafting their 'brand values' and their 'mission statements'. They know what they stand for, what they believe, and where they're headed. Yet too often they just can't find a way to bring these ideas alive for their people. The brand values are just vague abstract words on posters. The grand mission statements feel irrelevant to the reality of most people's day-to-day jobs. Read on."