by | articles, brand strategy, culture, tone of voice
I want to help companies to be more human (which is good job as that’s what I’ve done for 20 years). But sometimes people get stuck on what being human means. I’ve developed a model which shows where companies are on the scale of human. When you read...
by | articles, tone of voice
Customers. We like to think of them as the people who are kind enough to spend their money with us and use our products and services. Even if we’re never going to meet them face to face, it helps to imagine what would happen if we did. Customers are our friends and...
by | tone of voice, white papers
How do you help people to write clearly, consistently and on-brand? You’ll make customers happier, more likely to buy and less likely to complain. So it’s got to be worth getting right, hasn’t it? Strong tone of voice guidelines are a good start. But...
by | tone of voice, white papers
We’ve run hundreds of workshops showing thousands of people how to write well for their organisations. And, as you might imagine, we’ve come up against resistance here and there to changing to a new tone of voice. So we’d like to share the most common reasons...
by | 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 | 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,...
