by Ben Afia | Nov 26, 2018 | articles, culture
Who wants to talk to robots? How do you feel when you hear: “Your call is important to us, please hold…?” I don’t know about you, but I feel like my call isn’t important at all. So why do most companies still use so many trite, cold messages like this? And...
by Ben Afia | Nov 8, 2018 | articles, tone of voice
Great global brand Thomas Twining began selling tea as a trendy alternative to coffee in 1706, from his shop on the Strand. Over 300 years later Twinings is thriving in 130 countries. Twinings means different things to different people around the world. And the brand...
by Ben Afia | Oct 19, 2018 | articles, tone of voice
I’ve been published in German. Which is fun because I don’t speak it. Marketing magazine, Absatzwirtschaft, recently asked me to write an article explaining tone of voice to German corporates. This is what I sent them in English but if you can read German,...
by Ben Afia | Oct 9, 2018 | brand strategy, culture, tone of voice, video/audio
Way back in the mists of time, around 2005 I think, I was finishing off E.ON’s brand tone of voice guidelines and we were talking about how to get them rolled out. E.ON asked me to do some training.
I’d never delivered training before but I agreed and figured I’d...
by Ben Afia | Jul 20, 2018 | articles, tone of voice
So, you’ve got your organisation’s website copy, marketing materials, customer letters and other bits and pieces rewritten in a human, friendly tone of voice. Well done! (If you haven’t, you really should – why not have a chat with us about how to get started?). But...
