An unusual defence of the word in a world of the visual, courtesy of MB’s senior copywriter, Philip Browning
A provocation. (Five minutes to write, 40 years of pondering).
My dog understands ‘toy’ as a word. Deliriously, it smells of chewed-up rubber. Words cross species.
Why not say that pile of toast is a ‘frail pagoda’? Words can taste of cinnamon.
Call this morning’s sky ‘gunmetal’ and you can feel its heavy sheen. Words make clouds tangible.
I tried all year to play the ‘Get Lucky’ riff. I grasped it only when I could hear the lyrics running round my head. Words drive rhythm.
(For a moment, let’s be functional. In just two letters, the look of the word iO tells the story of a brand precisely. Words are concise as crystals).
Admit it. In every sense, a word is worth a thousand pictures.