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The original message from the trenches in WW1 to British HQ was "Send reinforcements, we're going to advance". In transit, it became "Send three and fourpence, we're going to a dance."

Customers' style guides

Discovering and being able to speak your customers' language is fabulous, but there needs to be a central hymn sheet that everyone in the team can sing from, otherwise it becomes like Chinese whispers and very soon the customers' key words, language and values become diluted by the interpretations of the whisperer. Suddenly you are no longer speaking their language or using their cues. The difference in what you say and how you say it may be only subtle, but if it doesn't match what your customers say and how they say it, you might as well be on a different planet.

We will therefore produce for you a comprehensive style guide and lexicon of your customers' values, CLB profile and language and the do's and don'ts for execution across all media channels; giving the brand, insight and creative teams access to the same original knowledge.

The Customers' Style Guide can cover any or all of the following:

Broadcast media – TV and radio advertising
Print media
Public relations
Packaging design
Point of Sale
Direct marketing
Merchandising
Store layout and instore customer experience
Website design, layout and language