Ronseal logo - tone of voice

Twenty years ago, Dave Shelton and Liz Whiston of Bordello Advertising came up with the line “does exactly what it says on the tin” for their client, Ronseal. Little could they have imagined back in 1994 that it would enter the British vernacular so much so that David Cameron used the slogan to sum up…

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When you see slang words in business communications, do you cringe? The English language is constantly evolving so the use of particular phrases (especially ‘street’ words) is very subjective. Slang is the language of rebellion. It originates in the street and resists the niceties of the respectable. It doesn’t play by the rules. You can…

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