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- 2011007712 abstract "A branding consultant explains how to craft miniature messages such as headlines, titles, sound bites, brand names, domain names, and slogans that grab attention, communicate effectively, and stick in the mind, focusing each chapter on a particular tool.".
- 2011007712 contributor B12108528.
- 2011007712 created "c2011.".
- 2011007712 date "2011".
- 2011007712 date "c2011.".
- 2011007712 dateCopyrighted "c2011.".
- 2011007712 description "A branding consultant explains how to craft miniature messages such as headlines, titles, sound bites, brand names, domain names, and slogans that grab attention, communicate effectively, and stick in the mind, focusing each chapter on a particular tool.".
- 2011007712 description "MEANING: Be clear -- Choose the right word -- Paint a picture -- Push buttons -- Evoke specific situations -- Zoom in on telling details -- Tap into metaphor -- Use ambiguity for good, not evil -- Say the wrong thing -- SOUND: Keep it simple -- Give it rhythm -- Play with poetic patterns -- Make the sound fit -- STRUCTURE: Break the rules -- Coin a new word -- Make a play on words -- Combine words artfully -- Use grammar expressively -- Repeat structures -- Teach an old cliché new tricks -- SOCIAL CONTEXT: Evoke conversation -- Establish a relationship -- Create a microvoice.".
- 2011007712 extent "viii, 246 p. :".
- 2011007712 identifier "0393077403".
- 2011007712 identifier "9780393077407".
- 2011007712 issued "2011".
- 2011007712 issued "c2011.".
- 2011007712 language "eng".
- 2011007712 publisher "New York : W. W. Norton & Co.,".
- 2011007712 subject "808/.042 22".
- 2011007712 subject "English language Rhetoric.".
- 2011007712 subject "English language Style.".
- 2011007712 subject "PE1421 .J63 2011".
- 2011007712 tableOfContents "MEANING: Be clear -- Choose the right word -- Paint a picture -- Push buttons -- Evoke specific situations -- Zoom in on telling details -- Tap into metaphor -- Use ambiguity for good, not evil -- Say the wrong thing -- SOUND: Keep it simple -- Give it rhythm -- Play with poetic patterns -- Make the sound fit -- STRUCTURE: Break the rules -- Coin a new word -- Make a play on words -- Combine words artfully -- Use grammar expressively -- Repeat structures -- Teach an old cliché new tricks -- SOCIAL CONTEXT: Evoke conversation -- Establish a relationship -- Create a microvoice.".
- 2011007712 title "Microstyle : the art of writing little / Christopher Johnson.".
- 2011007712 type "text".