A great brand voice grabs attention, persuades your audience, and builds loyalty. But as the number of brand channels explodes, organisations are finding it harder than ever to create a consistent, differentiated brand voice and express exactly what they stand for. In Strong Language, international tone of voice expert Chris West walks you through the process of creating a compelling brand voice – and getting everyone to use it from day one. Discover the three levels that every brand voice operates on, and learn step-by-step how to create practical tone of voice guidelines, flex your brand voice for different situations, and get organisational support to create the change you want. Drawing on his experience working with hundreds of brands – including Alphabet’s Moonshot Factory, Harry Winston, the world's biggest carmaker, and startups in fintech, edtech, and skincare – Chris West’s Strong Language framework will guide you to the breakthrough voice you need to outsmart and outperform your competitors.

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Is today's language at an all-time low? Are pronunciations like cawfee and chawklit bad English? Is slang like my bad or hook up improper? Is it incorrect to mix English and Spanish, as in Yo quiero Taco Bell? Can you write Who do you trust? rather than Whom do you trust? Linguist Edwin Battistella takes a hard look at traditional notions of bad language, arguing that they are often based in sterile conventionality. Examining grammar and style, cursing, slang, and political correctness, regional and ethnic dialects, and foreign accents and language mixing, Battistella discusses the strong feelings evoked by language variation, from objections to the pronunciation NU-cu-lar to complaints about bilingual education. He explains the natural desire for uniformity in writing and speaking and traces the association of mainstream norms to ideas about refinement, intelligence, education, character, national unity and political values. Battistella argues that none of these qualities is inherently connected to language. It is tempting but wrong, Battistella argues, to think of slang, dialects and nonstandard grammar as simply breaking the rules of good English. Instead, we should view language as made up of alternative forms of orderliness adopted by speakers depending on their purpose. Thus we can study the structure and context of nonstandard language in order to illuminate and enrich traditional forms of language, and make policy decisions based on an informed engagement. Re-examining longstanding and heated debates, Bad Language will appeal to a wide spectrum of readers engaged and interested in the debate over what constitutes proper language.

The bestselling author of The Martian returns with an irresistible new near-future thriller—a heist story set on the moon. Jasmine Bashara never signed up to be a hero. She just wanted to get rich. Not crazy, eccentric-billionaire rich, like many of the visitors to her hometown of Artemis, humanity’s first and only lunar colony. Just rich enough to move out of her coffin-sized apartment and eat something better than flavored algae. Rich enough to pay off a debt she’s owed for a long time. So when a chance at a huge score finally comes her way, Jazz can’t say no. Sure, it requires her to graduate from small-time smuggler to full-on criminal mastermind. And it calls for a particular combination of cunning, technical skills, and large explosions—not to mention sheer brazen swagger. But Jazz has never run into a challenge her intellect can’t handle, and she figures she’s got the ‘swagger’ part down. The trouble is, engineering the perfect crime is just the start of Jazz’s problems. Because her little heist is about to land her in the middle of a conspiracy for control of Artemis itself. Trapped between competing forces, pursued by a killer and the law alike, even Jazz has to admit she’s in way over her head. She’ll have to hatch a truly spectacular scheme to have a chance at staying alive and saving her city. Jazz is no hero, but she is a very good criminal. That’ll have to do. Propelled by its heroine’s wisecracking voice, set in a city that’s at once stunningly imagined and intimately familiar, and brimming over with clever problem-solving and heist-y fun, Artemis is another irresistible brew of science, suspense, and humor from #1 bestselling author Andy Weir.

In The Language of Strong Black Womanhood: Myths, Models, Messages, and a New Mandate for Self-Care, Black women of the Baby Boomer generation and Hip Hop generation share messages communicated and models witnessed in their socialization for strength revealing how this mandate endures in Black women’s lived experiences. They also express concern that self-care was not presented as critical for sustaining life as a strong Black woman—a concern shared by Black women bloggers who advocate resisting the myth and redefining strength for self-care. This Black feminist exploration of strong Black womanhood provides an alternative to harmful perceptions, constructions, and representations of Black women and suggests a mandate to move toward the revolutionary act of Black women’s self-care.

George Orwell set out ‘to make political writing into an art’, and to a wide extent this aim shaped the future of English literature – his descriptions of authoritarian regimes helped to form a new vocabulary that is fundamental to understanding totalitarianism. While 1984 and Animal Farm are amongst the most popular classic novels in the English language, this new series of Orwell’s essays seeks to bring a wider selection of his writing on politics and literature to a new readership. In Politics and the English Language, the second in the Orwell’s Essays series, Orwell takes aim at the language used in politics, which, he says, ‘is designed to make lies sound truthful and murder respectable, and to give an appearance of solidity to pure wind’. In an age where the language used in politics is constantly under the microscope, Orwell’s Politics and the English Language is just as relevant today, and gives the reader a vital understanding of the tactics at play. 'A writer who can – and must – be rediscovered with every age.' — Irish Times