What is tone of voice? And does it really matter?
We can show you. All we need is some butter and a Jedi Master.
TONE OF VOICE
A humble ingredient, no more: a rousing tone for Lurpak plays on how you feel when you’ve baked something yourself. Clever.
NO TONE OF VOICE
Spend £££s to get the rights to use Yoda’s likeness from Lucasfilm, then just cut and paste any old words to go with it.
What’s depressing is that most of the time, ads and marketing follow Yodafone’s example. No one thinks about the tone, the personality in their words or the effect they want them to have.