Alex Steer

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The way brands talk

140 words | ~1 min

I'm looking for examples of brands that have a really distinctive tone of voice. Good examples are Innocent (which has spawned lots of imitators with its friendly tone) and Marks and Spencer (which has spawned lots of parodies and come to typify the speaking voice of 'food porn'). Do you know of any brands that sound a bit unusual in their marketing communications?

I'm trying to find examples to do some detailed analysis of the constituents of register (linguist-speak for 'tone of voice') in branding. In particular, I'd like to find examples of tone that used to sound distinctive but now don't, in the hope of modelling the life-cycle of tone a bit more clearly.

Answers by email, in the comments or @alexsteer on Twitter. Thanks!

# Alex Steer (13/09/2009)