What is a brand? Is it a logo? An idea? Is it an entity? Brands were once considered just static logos; now they are dynamic, evolving and fluid expressions that are communicated visually and conversationally. Companies spend a great deal of time and resources on protecting their visual identities (the look and feel of their website, collateral and signage, and logos) but few take the time to consider the benefits of employing a unique voice and language choice. Developing a unique brand voice through quantitative and qualitative measurement of language is now a business imperative.

2. 2
THIS IS NOT A BRAND

3. 3
THIS IS NOT A BRAND
(BUT IT’S CLOSER)

4. 4
In a democratized, socialized environment, the
interaction and the experience that consumers
have is the brand.

5. 5
You can’t just give your brand a trademarked slogan;
you have to give your brand a unique voice.

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THAT IS YOUR BRAND

7. 7
BRAND LANGUAGE IS GENERIC AND REPETITIVE
OF REEBOK’S BRAND LANGUAGE WAS GENERIC
ACCORDING TO ANALYSIS IN 2012

8. 8
HAPPY #NATIONALBESTFRIENDSDAY!
THESE DYNAMIC DUOS WERE MADE
FOR EACH OTHER, TOO.
16 CELEB DUOS WHO’VE BEEN
FRIENDS SINCE THEY WERE KIDS
#NATIONALBESTFRIENDSDAY.
HAPPY #NATIONALBESTFRIENDSDAY!
THIS DYNAMIC DUO IS CELEBRATING
IN ALL-DAY #FLAWLESS STYLE.

9. 9
HAPPY #NATIONALBESTFRIENDSDAY!
THESE DYNAMIC DUOS WERE MADE
FOR EACH OTHER, TOO.
16 CELEB DUOS WHO’VE BEEN
FRIENDS SINCE THEY WERE KIDS
#NATIONALBESTFRIENDSDAY.
HAPPY #NATIONALBESTFRIENDSDAY!
THIS DYNAMIC DUO IS CELEBRATING
IN ALL-DAY #FLAWLESS STYLE.

10. 10
OUR COMPANY IS BUILT ON
INNOVATION AND WE HOPE OUR
PRODUCTS CREATE INSPIRATION
FOR CONSUMERS
WE ARE COMMITTED TO INSPIRING
COMMUNITIES AROUND THE WORLD
BY DEVELOPING... INNOVATIVE
PRODUCTS AND CREATIVE SOLUTIONS

11. 11
OUR COMPANY IS BUILT ON
INNOVATION AND WE HOPE OUR
PRODUCTS CREATE INSPIRATION
FOR CONSUMERS
WE ARE COMMITTED TO INSPIRING
COMMUNITIES AROUND THE WORLD
BY DEVELOPING... INNOVATIVE
PRODUCTS AND CREATIVE SOLUTIONS

12. 12
SO HOW DO YOU
FIND YOUR VOICE?

13. BRAND VOICE ARCHITECTURE

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The science of analyzing how brands and their
audiences interact, and the art of interpreting that
data into actionable communications principles.

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We create a framework for living brands to be flexible in
all communications and marketing through a dialogue-
oriented voice strategy.
BRAND NEEDS
& TRUTHS
COMPETITIVE
LANDSCAPE
AUDIENCE NEEDS
& INTERPRETATION

16. MILESTONE MOMENTS

17. 21
PROMOTEEVOLVE PROTECT
BRAND
TRANSFORMATION
LAUNCHING NEW
BRAND/SERVICES
CRISIS
MANAGEMENT
PRODUCT
EVOLUTION
RAPID SCALING
OF BUSINESS
CONSISTENCY OF
COMMUNICATIONS
MERGERS
& ACQUISITION
EMERGENCE
INTO NEW MARKETS
OR CATEGORIES
COMPETITIVE
ADVANTAGE
INTEGRATION
& SEPARATION

18. THANK YOU