Big Writing: The Importance Of A Strong Brand

983 words - 4 pages

In today’s business world, it is difficult to find mission statements that are both effective and clear in communicating the company’s core values. “Our mission is to provide book-lovers and those they care about with the most inspiring retail and online environments in the world for books and life-enriching products and services.” This mission statement is strong and focuses on its target audience, while effectively representing the fundamentals of “big” writing. “BIG Writing: The Fundamental Discipline of Business Writing”, by Michael Sheldon and Janice Willett, explains the importance of BIG messages in business writing and the ways in which BIG writing can be implemented. BIG is an acronym for “Business Is Good”, and describes the core messages that should form the basis of a company’s communication.
The aforementioned mission statement belongs to Indigo Books & Music and is an effective example of a strong core message. In 2010, Indigo reported over one billion dollars in revenues. It is fair to state that “business is good” for the company. The success of the business can be partially attributed to the use of the BIG principles of business writing and BIG core messages. The objective and audience are clearly established in one succinct sentence, embodying the three rules of BIG writing. Moreover, the tone of the statement remains formal and grammatically correct, yet still focuses on Indigo’s overall goal.
Sheldon and Willett argue that the mission statement is the most important BIG message a company can create because it is “a succinct, highly charged statement of the company’s direction and purpose that sets the tone for every employee’s activities” (Sheldon 101) Furthermore, BIG writing should be the official language of an organization and its core messaging. Writing is a highly valued skill in the business world and should be consistent throughout all sectors of an organization to maximize efficiency. BIG writing ensures that ideas and content are expressed “positively, succinctly, and memorably,” (Sheldon 100) by utilizing three uniform rules: using the right voice to address your target audience, putting the key message at the beginning, and keeping it simple. The authors argue that companies should remain focused on the bigger picture rather than become fixated on proper grammar usage and style. Consequently, successful BIG writing manages to smoothly integrate formality and precision with the big picture, thus “communicat[ing] information that motivates people to act.” (Sheldon 102). In addition, the authors explicitly state that BIG writing is based on everyday English, and that jargon should be kept to a minimum.
Indigo Books & Music Inc. is a successful bookstore chain, founded in 1996 by book-lover Heather Reisman. The company sells all genres of books and magazines, but also has a large market for CDs, DVDs, gifts, and toys. In recent years, Indigo has expanded its chain to include Chapter, Coles, and World’s...

Find Another Essay On BIG Writing: The Importance of a Strong Brand

The Importance of Reading and Writing

789 words - 3 pages Living in the Southern United States during eighteenth century was a difficult time for African-Americans. Majority of them were slaves who received manipulation, sexual abuse and brutally whips to the spin. They were treated this way in order to stop them from gaining hope, knowledge and understanding of the world. Some African Americans managed to obtain these qualities from books and use them to escape from slavery. Frederick Douglass, an...

The Importance of Clarity in Writing

1122 words - 4 pages The Importance of Clarity in Writing To write a good paper is there a magical recipe to follow? If there is you will not find it in these two books; Williams' Style: Toward Clarity and Grace and Strunk and White's The Elements of Style. What you will find is the elements that should be present to have a successful paper. Of all the styles mention though, one seems to stick out more then the others. This is the element of Clarity. What is...

The importance of visualisation in Renaissance writing

1490 words - 6 pages At this the whole grove vanished, and the whole music was discovered, sitting at the foot of the mountain, with Pleasure and Virtue seated above them. The choir invited Hercules to rest with this song.." (Jonson 'Pleasure reconciled to virtue'). Discuss the importance of the visual in Renaissance writing.Visualisation is essential in Renaissance writing. In effect, the vision or the allusionis often what gives Renaissance writing...

Cards Analysis, A creative writing in response to the importance of cards in The Solitaire Mystery

633 words - 3 pages The picture cards in the card deck are pretty much the same but each card has its own touch if individuality. All the kings have swords in their hands except the King of Diamonds, which has an axe in its hand. All the kings have curly smooth hair but the Red Kings have their hair...

Function of a Brand Exploratory

1290 words - 5 pages Brand Exploratory A brand audit is a detailed assessment of a brand’s current ranking in the market compared to other competitors. It provides information on how the business is performing in the market. A brand audit also aims at examining the image and reputation of the brand as perceived by customers. The two key elements of brand audit are brand inventory and brand exploratory. Brand inventory provides up to date itinerary of how a company...

Nathaniel Hawthorne' s stories that exemplify the diversity of his writing are " Young Goodman Brown" , " Ethan Brand" , and "The Birthmark" .

1474 words - 6 pages "... it is no delusion. There is an Unpardonable Sin!" , a quote by Ethan Brand that is at the root of many stories by Nathaniel Hawthorne. Nathaniel Hawthornes gloomy, dark style of writing is an emphasis on his theme of evil at societies heart. Writing about what he knew Hawthorne described the puritan society in different periods of time and defined different characters but all connected through his...

THE CHANGING INFLUENCES OF BRAND

3520 words - 14 pages THE CHANGING INFLUENCES OF BRAND PREFERENCES ON MEXICAN ADOLESCENTS Since the North American Free Trade Agreement (NAFTA) was implemented in Mexico in 1994, many changes have occurred in the Mexican marketplace. In the past, due to tariff and non-tariff barriers, product competition and product quality was held to a minimum. Although U.S. products were...

The importance of a father.

822 words - 3 pages Three times a week after school I go visit my dad. When I enter the hospital room where he has lain in a coma since his accident, my eyes often wander to the lone golf ball my mom placed at his bedside. Just six months ago, my father was driving a golf cart across the street that bisects the local golf course when he was hit by a car. He suffered...

The poetry of Judith Wright conveys a strong sense of 'Australian Identity'.

1520 words - 6 pages Australian Identity as evident in the poetry of Judith WrightThe poetry of Judith Wright conveys a strong sense of 'Australian Identity'. This is evident though Wright's strong connection to the landscape as it acts as a metaphor to describe her attitude towards her...

Raymond Chandler's Writing Style in The Big Sleep

934 words - 4 pages Raymond Chandler's Writing Style in The Big Sleep      Unique writing style is definitely an essential element in any piece of writing, and Raymond Chandler uses his style efficiently in The Big Sleep. Chandler's style is one that seems to come easily to him and it also seems very natural to the reader, perhaps because there is not a lot of high, eloquent language. Rich in description and dialogue, the characters seem more realistic to...

A Comparison of Two Versions of The Big Sleep

1626 words - 7 pages A Comparison of Two Versions of The Big Sleep The Production Code attempted to censor sex and violence in film of the 1930's and 40's. Instead of impairing, it encouraged directors to use artistic ideas and integrity to surpass the viewers' expectations -- actively involving them in the film despite Hollywood's censorship. Howard Hawks is one such director who used the restrictions of the Production Code to his advantage. His screen...

Similar Essays

The Importance Of Strong Fathers Essay

3672 words - 15 pages Children are born with an innate need for fathering. The early needs of an infant and toddler are more specifically met by it's mother. But from early childhood onward such needs as emotional and psychological development, encouragement, gender identity formation, physical affection and verbal affirmation, when addressed by a devoted father. Wade Horn of the National Fatherhood Initiative (an organization which tracks the interaction and...

A2 Milk Choose An Fmcg Brand, Which You Believe Has A Strong Relationship With Its Consumers – And Which You Think Is Placed At The Top Of The Brand Equity Pyramid.

963 words - 4 pages A2 MilkIntroA2 Milk is a Fast Moving Consumer Group company that offers Milk products available to Australian and New Zealand nation. The company commenced trading in 2003 and has developed to build a market share of just over 3.5%. The key identifier and point of difference for the brand is its pure dairy milk, completely natural and additive...

The Importance Of Good Writing Essay

665 words - 3 pages President Bush has taken a lot of heat for his abuse of the language ("Is our children learning?") but it should be clear to most of us that we couldn't do much better were we speaking in public under the same intense media microscope as Bush. Still, I think many of us in the public eye - civic leaders, reporters, business people, teachers, and...

An Investigation On The Importance Of Brand Names To Consumers

2274 words - 9 pages An Investigation on the Importance of Brand Names to Consumers Introduction: The aim of this research is to find out why brand names are important to consumers. The reason why this research has been undertaken is because branding is an interesting topic, which plays a major part in everyday life. Brands are found everywhere that hardly anything today is unbranded, including clothes, food, furniture and even cars. The ...