Corporate Code (w/ Martin Dunkl)
Play • 42 min

How can corporate language contribute to a company’s brand? Why do companies often have at least two different voices that they use to speak to the same customers? And how can organisations deal with the issue of gender-sensitive writing in German, maintaining the balance between inclusion, readability and aesthetics?

In this episode I talk to Martin Dunkl, a public relations consultant who specialises in corporate identity. We talk about ways a company’s language can be used to build its brand and identity, including how a text can be made more understandable to readers, the effect of using dialect in corporate language, and how the use of “du” or “Sie” can help to establish a brand.

Episode transcript: code-transcript/

Guest: Martin Dunkl
- Website:
- Read more about Corporate Code (including the list of the Corporate Code markers):
- Book: "Corporate Code - Wege zu einer klaren und unverwechselbaren Unternehmenssprache" - available at:
- Book: "Recht verständlich formuliert: Klartext statt Amtsdeutsch - Rechtstexte zielgruppengerecht schreiben für Mitarbeiter, Kunden, Bürger" - available at:

Hohenheimer Verständlichkeitsindex:

Hamburger Verständlichkeitsmodell:

Outro music by Euphoniques. This episode the song is "Cool Down".

Yellow of the Egg is hosted and produced by Luke Green.

Links and socials:
- Web: 
- Instagram: @yotepodcast ( 
- Facebook: @yellowoftheegg ( 
- Email: 

- YOTE theme music by Vincent Tone (

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