John Simmons - Twenty-Six Ways of Looking at a Blackberry: How to Let Writing Release the Creativity of Your Brand

Twenty-six
ways of looking
at a blackberry

Twenty-six
ways of looking
at a blackberry

HOW TO LET WRITING RELEASE
THE CREATIVITY OF YOUR BRAND

John Simmons

A & C Black London

First published in Great Britain 2009
This electronic edition published 2010 by A & C Black Publishers Ltd

A & C Black Publishers Ltd, 36 Soho Square, London W1D 3QY
www.acblack.com

Copyright John Simmons, 2009

The right of John Simmons to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988.

All rights reserved. You may not copy, distribute, transmit, reproduce or otherwise make available this publication (or any part of it) in any form, or by any means (including without limitation electronic, digital, optical, mechanical, photocopying, printing, recording or otherwise), without the prior written permission of the publisher. Any person who does any unauthorised act in relation to this publication may be liable to criminal prosecution and civil claims for damages.

No responsibility for loss caused to any individual or organisation acting or refraining from action as a result of the material in this publication can be accepted by A & C Black Publishers Ltd or the authors.

A CIP catalogue record for this book is available from the British Library.

Print ISBN: 9-781-4081-0594-8
Electronic ISBN: 9-781-4081-0596-2

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Advance praise forTwenty-six ways of looking at a blackberry

John Simmons has done more than anyone else to demonstrate how truly great brands are about imagination not focus groups or demographics. His new book is the perfect sharpener for the jaded creative palate: smart, witty, and full of ideas that match elegance with originality, it should be issued with a READ NOW sticker to every single copywriter in the country.

John Mitchinson, founder QI

John Simmons is the patron saint of business writers everywhere. Ive learned plenty from his books in the past and will learn plenty from this one too.

Dan Germain, Head of Creative, innocent

One of the real challenges in the innovation process is the conversion of raw, sometimes dull and often technical data, into prose that is exciting and vivid. Few, if any, can match John Simmons in his ability to break free from the tedious conventions of business writing and to render it almost into an art form. This book is a perfect example of Johns ability to bring humour, ingenuity, understanding and real craftsmanship to the trade of writing for business.

Peter Robbins, Director of Innovation Excellence, GSK

Johns insights are as much about creative thinking as they are about great writing (he shows again and again how the two are inseparable) and his methods of communicating them are consistently entertaining and truly liberating.

Rob Williams, Creative Director, Penguin

Johns ability to bring the full power of language into everyday use, highlights how we can not only make business writing interesting again, but also make it more meaningful.

Caroline McCormick, Executive Director, International PEN

When a copywriter reads one of Johns books, something happens. Enthusiasm replaces ennui, campaigns spring from cavernous vacuums. The idea that restraints generate creativity is nothing short of genius, but more than that, it works.

Lisa Patton, Brand Language Manager, Orange

Creative writing and business may appear to be unlikely bedfellows but in John Simmons we have the perfect match-maker. He appreciates the beauty of language and deploys it with flair, purpose and imagination.

Gary McKeone, former director of literature, Arts Council

Good communication within our business and beyond it is critical for our success. Johns experience of working with businesses is extraordinary. He understands what they do and what they want to do, and he helps them achieve it through words. We owe him a great deal.

Andrew Cooper, Managing Director, CrossCountry Trains

John Simmons ideas, advice and, above all, his writing bring transfusions of new life to the cold slab of business prose. His is one message waiting no-one should delete.

Will Awdry, Creative Director, Ogilvy London

In Twenty-six ways, John Simmons continues to build on his already considerable contributions to business communications by exploring the links between creativity and constraints. His goal is to inspire a corporate revolution in business writing. If enough people read his delightful variations and consider their multifarious strengths, he just might succeed.

Ted Buswick, Boston Consulting Group

Still, far too few of us in the world of business understand the power and beauty of language. Few understand its infinite nuances and how it can reveal truths whatever people think they may have said or written. John Simmons is a master of words and language. He writes about them to illuminate and awaken skills you never knew you had. Read and listen to John. He will open new perceptions of what words can do for you.

Michael Wolff, founder Wolff Olins

Great words bring a brand to life, reflecting its spirit, personality and tone of voice. In all of this, John Simmons is king, and business writing his kingdom.

Martin Clarkson, Chairman, 26

A masterclass in creating love and loyalty for your brand.

Rita Clifton, Chairman, Interbrand

John has a humbling talent for clarity, simplicity and authenticity in his writing. I continue to be inspired by his work.

John Ainley, HR director, Aviva

Contents

26 Last words

Writing, writers, do not come out of houses without books.

Doris Lessing, Nobel Prize acceptance speech

Our dreams prove that to imagine to dream about things that have not happened is among mankinds deepest needs.

Milan Kundera, The Unbearable Lightness of Being

You get old and you realise there are no answers, just stories. And how we love them.

Garrison Keillor, Pontoon

Our stories are singular, but our destiny is shared.

Barack Obama

For Aimee, who has all the words before her

Other books by John Simmons

We, Me, Them & It: How to Write Powerfully for Business (originally Texere, 2000, updated and revised 2006, Cyan)

The Invisible Grail: How Brands Can Use Words to Engage with Audiences (originally Texere, 2003, updated and revised 2006, Cyan)

Dark Angels: How Writing Releases Creativity at Work (Cyan, 2004)

In the Great Brand Stories series:

My Sisters a Barista: How They Made Starbucks a Home from Home (Cyan, 2003)

Winning Together: The Story of the Arsenal Brand (with Matt Simmons, Cyan, 2006)

Innocent: Making a Brand from Nothing but Fruit (Cyan, 2006, updated edition Marshall Cavendish, 2008)

As an editor and contributor:

The Economist Guide to Brands and Branding (co-edited with Rita Clifton; Profile Books/Bloomberg Press, 2003, updated 2009)

26 Letters: Illuminating the Alphabet (co-edited with Freda Sack and Tim Rich, Cyan, 2004)

From Here to Here: Stories Inspired by Londons Circle Line (co-edited with Freda Sack and Tim Rich, Cyan, 2005)

Common Ground: Around Britain in 30 Writers (co-edited with Tim Rich and Rob Williams, Cyan, 2006)

The Bard & Co: Shakespeares Role in Modern Business (co-edited with Jim Davies and Rob Williams, Cyan, 2007)