As much or more than any profession, brand strategists should understand the power of language. But when we look closely, it becomes clear that words, names, and distinctive ways of speaking are brand assets that are underplayed by most businesses and organizations. Louise Karch is working to change this. Known as the name whisperer, Louise develops strikingly sticky names and strategic taglines for brands that matter. She is the CEO of BRANDFluence – a consultancy focused on naming, taglines, storytelling, and brand performance. In addition, Louise is a coach for Seth Godin’s AKIMBO workshops serving freelancers, bootstrappers, and creative leaders. In this episode of The Breakdown, we’ll discuss what makes a brand name powerful, how to test a tagline, and how the language used by brands both influences and reflects cultural shifts.

During our conversation, Louise mentions Deloitte’s 2019 Purpose Report and an article titled The Elements of Value published in Harvard Business Review.

Learn more about Louise Karch and order her books at wordglue.co.