Brand people are woeful at defining that we’re (actually) talking about

* Alistair Herbert is the founder of Linguabrand, a verbal identity management company that helps brands use words. He tweets here

“Brands need to put the same effort into creating a unique ‘tone of voice’ for the language used in call centres and on bills as they do for advertising campaigns or risk creating a disconnect that could hit sales.”

There’s a lot of trumpeting tone of voice at the moment, like the above quote from Marketing Week. But without some cold facts this sounds like hot air. Continue reading

Brand people are woeful at defining what we're (actually) talking about

* Alistair Herbert is the founder of Linguabrand, a verbal identity management company that helps brands use words. He tweets here

“Brands need to put the same effort into creating a unique ‘tone of voice’ for the language used in call centres and on bills as they do for advertising campaigns or risk creating a disconnect that could hit sales.”

There’s a lot of trumpeting tone of voice at the moment, like the above quote from Marketing Week. But without some cold facts this sounds like hot air. Continue reading