A business cannot speak in the same language and abbreviations that you would do when you’re speaking to your friends, to your mates. So being able to capture that tone of voice for a brand is becoming really important to differentiate something you use for your private life with something that you communicate on a serious note as a business.
The tone of voice has always been an issue for brands to really connect with their consumers. But now, when the attention spans are very short, you really need to be able to capture the imagination and capture the consumer much better.
Aleksej Heinze – Kedge Business School
