What makes a technical brand story memorable?

A repeatable verbal structure can give varied technical possibilities a recognisable shape. For Dassault Systèmes, the pairing of "if" and "we" connected conditional possibility with collective action. Collaboration and imagining future scenarios together were central to how the company innovated, so the language expressed more than a communications theme.

The "IF WE" brand platform used provocative, open-ended statements to invite senior decision-makers to imagine possibilities enabled by the company's technology. Television, print, digital and out-of-home executions paired the structure with photographic storytelling in unexpected settings. The practical lesson is to find a repeatable form that can accommodate different stories while expressing something consistent about the business. For Dassault Systèmes, that form supported a narrative about shaping future experiences, rather than describing software functions alone.

A memorable expression needs a clear connection to the expertise it represents. Teledyne e2v's "Making waves" moved the brand away from technical language without departing from the business's focus. The phrase connected to microwave technology, giving the brand an accessible expression that could also support messaging and campaign development.

A strategic content plan and supporting assets reinforced Teledyne e2v's 70-year heritage helping clients harness the power of microwaves to effectively fight cancer. The practical lesson is to choose language that opens a route back to technical substance and its contribution. "Making waves" was not separate from the specialist story: it provided a memorable way into the technology, its history and its medical application.