Words That Work by Frank Luntz
It’s not what you say it’s what people hear that’s important.
There are six re words that are incredibly powerful; because they take the best elements or ideas from the past and apply them to the present and the future ….
To renew is to take an important product or corporate commitment and reassert it.
To revitalise is to take something that is deteriorating and inject new life into it.
To rejuvenate is to take something old and bring it up to date with a more youthful feel.
To restore is to take something old and return it to its original lustre.
To rekindle is to inject an emotion or passion into something tired and staid.
To reinvent is to redesign or reform programmes or services to give them a new look.