Summary of The Invisible Grail

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The Invisible Grail book summary


6 Overall

2 Applicability

10 Innovation

7 Style


King Arthur and his knights sought the Holy Grail. Brand managers seek another shining goal: public adoration and identification. Author John Simmons shares that quest, but his knights in shining armor are writers. If the real legacy of King Arthur isn’t the still-missing Grail, but the magic of enduring storytelling, Simmons is a sword-carrier in that crusade. He somewhat self-indulgently advocates a creative experiment in brand management based on examples from his firm. In his experience, the most effective approach to brand building is to have "creative" writers - not corporate managers and certainly not non-creative writers - devise stories that are "true to the brand." Such stories, he believes, are the most powerful medium for conveying brand strengths. As with most myths, readers may wish for more empirical evidence, even while enjoying his observations about the English language and its limitations. recommends this book to brand managers and corporate communicators who want to use language more creatively in hopes of creating that "Holy Grail" of a story.

In this summary, you will learn

  • How creative use of expressive language builds brand strength and loyalty;
  • How stories create more engaging conversations with customers and employees; and
  • How writing exercises can expand creativity and help formulate new branding ideas.

About the Author

John Simmons is verbal identity director for Interbrand, a London brand consulting firm. Simons is credited with inventing the discipline of brand identity as the companion to visual identity. His former clients include Guinness globally, Air Products in the U.S., Orange in the U.K. and Sasol in South Africa. Simmons is also the author of We, Me, Them and It.



The Word is Mightier than the Picture
Brands are the most common expression of a global corporation’s identity. In the minds of most consumers, a brand is a surrogate for an entire global business and all of its various worldwide operations, sub-businesses and products. Just think Coca...

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