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Tables of Contents for Wired Words
Chapter/Section Title
Page #
Page Count
Thank you
xi
First words
xiii
E-brands need to talk
1
28
Back to the egg
4
1
Really one-to-one
5
3
A shift in control
8
2
We know they can do it
10
2
Is it just a case of speed?
12
2
Fun, fun, fun
14
15
On a television screen near you
29
8
Words change faster than we do
32
1
On the move, on the Web: some thought-provokers
33
2
Three cheers for the e-mail
35
2
E-mails as company identity
37
16
An invitation to action
39
2
A double-edged problem with two solutions
41
2
People are different
43
1
Tell them and trust them
43
3
The solution
46
1
The story of MDE and e-mails
46
6
An afterword
52
1
The future of words
53
10
Words are back in fashion
55
2
The change
57
1
Sites of outstanding interest
58
5
On stickiness and tone of voice
63
8
An alternative reality
65
2
The global difference
67
1
The language value chain
68
3
It's clever, but what does it do for me?
71
8
Idealism versus realism
74
1
Idealists and Luddites
75
2
Back-applying the lessons
77
2
Setting the standards for wired words
79
10
Two key principles
83
1
Pure e-commerce sites
84
1
Cyber communities
84
1
Breaking it down: a checklist of questions
85
4
Brand personality and wired words
89
10
Two-way is the best way ... the only way
91
1
Realtionships and trust
92
1
Hearing it on the grapevine
93
1
Brand personalities
94
5
Some great examples
99
30
Getting down to business
101
2
Carry on up the Amazon
103
4
Marketing Wal-Mart online
107
4
Go.com: low-cost airline dealing direct
111
4
Easy come ... Condomania.com
115
2
Do you get a buzz from your deckchair?
117
4
handbag.com and fastcompany.com
121
3
Like a Virgin.com
124
5
Putting it into practice
129
20
Two key factors
132
3
Using human words
135
1
Corporate identity is in the eye of the beholder
136
1
It's behaviour that counts
137
1
So what is corporate identity all about?
138
2
For identity, read personality
140
2
Learning to talk
142
3
One voice
145
1
What the research says
146
1
Developing a brand personality with a voice
147
2
Developing a conversation strategy
149
14
Different strokes for different folks
151
1
Deciding who leads
152
1
Identifiying and sharing the brand personality
153
2
Clarifying the brand values
155
1
Checking the reality
156
1
Producing guides and guidelines
157
1
Blitzing the standard elements
158
2
Training everyone
160
1
Monitoring progress for continuous improvement
161
1
And in conclusion
162
1
Wired wisdom: virtual lessons in the real world
163
18
Room for improvement
166
2
The customer complaint
168
2
The subscription letter
170
1
Brochure copy
171
3
The car park notice
174
1
The call centre script
175
2
The direct mail letter
177
2
The welcome letter
179
2
Index
181