This week in 60 seconds…
- As the online voice of an entire generation, LADbible is making use of its ‘youth media brand’ repertoire to drive social-first content, addressing taboos such as depression in the midst of an adolescent mental-health crisis
- Our favourite blonde bombshell Barbie is also instigating a positive shift on the topic; their latest ‘Shero’ campaign attempts to tackles girls’ low self-esteem and celebrate female heroes
- Subway are also adjusting their ‘know-and-love’ tone of voice, with hopes of encouraging lunchers to escape their same-old sandwich routine and explore the brand’s latest flavours
- However, craft beer revolutionary BrewDog failed to streamline their ‘shock and awe’ tone of voice, after pursuing questionable collaborations. Oh dear…
- Meanwhile, brands are already looking to Tokyo 2020 to align with Japan’s unique culture in the best way possible. SPOILER: make it super simple and cutting-edge
- And finally on the topic of future-thinking, brands are using chatbots in more advanced ways than ever, analysing communication patterns to deliver more ‘authentic’ experiences
A final thought…
It’s long been considered that transformative marketing technologies have a detrimental effect on a brand’s human voice. However, as AI continues to develop, and online communication tools such as bots create genuine experiences for users, the modern advertising world could arguably be a humanising place.
Tone is king and allows no room for failure when trying to create a following, and new technologies may just help brands achieve that.
Consumers’ most sought-after behaviour from brands on social media is honesty. The importance of a brand truly living up to its values and beliefs is second to none, but ensuring this tone of voice is simultaneous across all communications for a unified, trustworthy experience is equally as essential.