Professional Documents
Culture Documents
Tone of voice allows the brand to convey its values or qualities through the language it uses. A brand like Google is straightforward and a little irreverent ("do no evil" is often referenced as a favorite mantra of the founders). Virgin Airlines relies on a cheeky tone, while an investment firm like Merrill Lynch may choose to be more buttoned down and reassuring in its tone. When tone of voice is consistent it allows the consumer another means of recognizing the brand and being reassured of expectations. Unfortunately, many brands don't have a consistent tone of voice, or their tone is not considered when aligning the communication aspects of the brand. Even brands that have crafted a tone of voice for external communications or advertising have done shockingly little to promote or encourage usage of that tone internally.
Issues:
The reasons behind CCI entering the rural market The strategy adopted by CCI to penetrate the rural market The role of advertising in the rural market