Business Flashcards
1
Q
Why do many brands such as Waterstones move away from a ‘corporate tone’?
A
To allow individual booksellers to convey their own personalities
2
Q
What do Monarch Airlines care about? What does this focus on?
A
‘Brand personality’ focuses on customer service; making them feel valued
3
Q
What does Spolsky say about brands?
A
They can stand out in a bad way if they don’t use jargon
4
Q
What does Drew and Heritage believe brands should do?
A
Use relevant jargon to run much quicker
5
Q
How do brands link to the Plain English Campaign?
A
They both aim to reduce the jargon used
6
Q
What does Norman Fairclough say about interactions using brand language?
A
Interactions using brand language become less and less formal
