Five tips for brands looking to harness the power of language

Move over visual identity. By 2017, 89% of marketers expect customer experience to be their primary differentiator. But most companies are only taking that experience halfway – by investing in technology and design, but forgetting the language that goes with it.
From what I’ve seen at the various customer experience conferences I’ve been to recently, as long as you’ve got a flashy app, a revamped website, and maybe a virtual assistant thrown into the mix, you’re on