"It seems obvious that words must be important to brands because words are needed to tell their stories. But it's surprising how they have neglected the power of language, channelling most of their energy and creativity into the logos and visuals that for many people still represent the totality of 'branding."

Words brand as strongly as visuals, says John Simmons in The Observer Magazine (link: http://observer.guardian.co.uk/business/story/0,6903,1436180,00.html)