Both sides of a coin

Herein lies the fascination:

"As a namer, I was struck by the fact that journalism and brand strategy are really two sides of the same coin. They both involve observing culture: one generally comments on the culture; the other tries to take the observations and captialise on them. For commercial language applications, the namer's job is to study a culture so that a client can leverage new knowledge. In this way, namers are reverse-linguists, and coporate storytellers are reverse anthropologists. Both have a hand in creating new words that are often synthetic forms that try to find a voice in the cultural din."

About corporate mission and vision statements:

"If you are trying to inspire people, if you are trying to create something that's going to propagate on its own, you had better think about the emotional impact of what your are talking about, as opposed to just getting the facts out there."

This is the missing link in those statements and corporate HR programmes, orientation programmes, their role is to inspire their staff. To make them feel good about the company that they are working for and steer them onto a common goal. A meaningful contribution.