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Linguabrand Publishes List of 'Best And Worst' Brands for Clarity of Communications - Linguabrand, the brand language analysis company, has released its list of the world's best and worst brands for clarity of communications. The study, based on 165 brands, sees Virgin top the list of most readable brands
Linguabrand Publishes List of 'Best And Worst' Brands for Clarity of Communications

 

PRZOOM - /newswire/ - London, United Kingdom, 2010/03/03 - Linguabrand, the brand language analysis company, has released its list of the world's best and worst brands for clarity of communications. The study, based on 165 brands, sees Virgin top the list of most readable brands.

   
 
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Virgin Mobile is the world’s clearest brand communicator according to Linguabrand, the London-based brand language analysis company. Virgin requires a reading age of just 10 years, against a business average of 18. Virgin tops the list of good communicators, while systems company Invensys comes out worst. You would have to be a post-grad to understand them, alongside US HR outsourcer Right Management, that also communicates poorly.

The list is based on analysing brand web sites using four different readability indexes. They measure the average reading age needed to fully understand what any brand is saying at first reading. The list covers 165 brands, from over 20 different sectors. The top 10 most easily understood brands are:

Clearest Brands / Reading Age
1 Virgin Mobile 10
2 M & C Saatchi 13
3 T Mobile 13
4 Elephant Insurance 14
5 JWT Advertising 14
6 Friends of the Earth 14
7 Direct Line 14
8 Scottish Power 14
9 Sony Vaio 15
10 Vodafone 15

“The top three sectors of mobile networks, ad agencies and power suppliers are well represented in the top 10 clearest brands”, says Linguabrand director, Alastair Herbert. The reading age needed to understand average brand language is 18. “This is way too high”, according to Herbert. “The Times of London’s leader can be understood with a reading age of 16, and that of popular tabloid, The Sun, with one of 14. These papers are putting across complex ideas simply. And, unlike business language, they have paying readers. In business we’re reaching out and asking people to listen to our propositions. But we’re just not clear, or distinctive, enough in communicating our thinking. Poor verbal identity impacts directly on perceptions of brand quality and sales”.

Linguabrand’s figures add weight to the reputation of human resources for talking gobbledegook. The least readable sectors are HR outsourcers, tax & audit firms and pharmaceuticals.

Foggiest Brands / Reading Age
1 Invensys 23
2 Right Management 23
3 Xstrata 21
4 IBM HR 21
5 Accenture 20
6 Deloitte 20
7 Konica Minolta 20
8 Bear Stearns 20
9 The Environment Council 20
10 Xerox 20

“Of course there’s an argument for positioning some brands with more complex language,” says Herbert. “But it’s much more common for us to see brands that simply aren’t thinking clearly about what they want to say and how to say it. Their default mode is market generics”. This extends to brand vocabulary and tone of voice as well. For example, Xstrata, the mining company, has brand vocabulary that is 97% generic, making only 3% of its brand language differentiating. And, although the power suppliers communicate clearly, none of them has a distinctive verbal identity. They are actually all saying the same things in the same way.

“We’re not interested in what a group of brands actually do. We listen to how they do it - what they say about themselves. Because, ultimately, if a brand doesn’t talk clearly about what makes it different you have to ask how well it’s likely to compete in the future,” concludes Herbert.

Linguabrand (linguabrand.com) analyses brand reading clarity as part of its brand language analysis for brands and their verbal identity advisers. The company, which invented brand language analytics, was founded in 2007 and has since measured nearly 2m business words. The readability data was gathered over the 18 months to January 2010. Individual brands, such as Unilever, were added to a sector-based analysis based predominantly on the following sectors:

Mobile Networks, Ad Agencies, Power Suppliers, Copy Writers, Brand Consultants, Car Insurers, Diamond Retailers, Computer Manufacturers, Airlines, Travel/Tourist Experience, Banks, Green Charities, Sales Trainers, Office Printer Makers, Mining, Pharmaceuticals, Tax/Audit Firms and HR Consultants.

 
 
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Agency / Source: Linguabrand

 
 

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Linguabrand Publishes List of 'Best And Worst' Brands for Clarity of Communications

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Contact: Alastair Herbert - Linguabrand.com 
+44(0)79 8022 2914 proactive[.]linguabrand.com
 
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