Words are the oxygen of corporate identity. With e-business making real the dream of one-to-one marketing, corporate branding can no longer be one-dimensional. A brand needs to live, to speak, to communicate in this forum of connectivity. Customers are no longer passive listeners of corporate messages. They are communication partners involved in an interactive process. All organizations have their own personality - their own corporate DNA. This may affect the way a company writes, communicates, speaks, but this is not enough. We need to analyze the personality of a business and develop a coherent tone of voice and approach to language that really helps build and strengthen its brand impact. Wired words are core to this.