Say it strange
Why did Apple say ‘Think different’ and not ‘Think differently’? Why did they follow this with ‘The funniest iPod ever’ rather than something like ‘The most enjoyable iPod we’ve ever made’? Why does Aleksandr the meerkat – spokes animal for price-comparison website comparethemarket.com – say ‘Simples’ and not ‘Simple’? Why did 7UP promote itself as ‘The Uncola’? Why did Budweiser decide ‘Whasssup”’ was the perfect way to build their brand? We’ll tell you why: they’re all examples of a linguistic quirk used to create a mighty meme. By twisting language just, a little they achieved maximum memorability. It’s a powerful technique but be warned, it’s easy to get wrong.
Excerpt from: Read Me: 10 Lessons for Writing Great Copy by Roger Horberry and Gyles Lingwood
