Why tone and voice is so important

Our Hotpoint dishwasher of 10 years has finally given up the ghost. Fortunately, we’d taken out extended warranty, so a replacement is on its way. Having ordered the new one, we got a text within hours: Hotpoint welcomes your Dishwasher order. Your Journey starts here and our teams will be with you until completion, providing updates along your journey. I […]

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Do all brands have to be human in their communications?

My mate Rob tweeted a spectacularly cold and impersonal text message from his insurance company the other day, asking quite understandably where the ‘humanity’ was in this particular brand. If brands are supposed to behave like humans, who the hell is this? pic.twitter.com/9UgXGiwX8L — Rob Coke (@RobCoke) March 2, 2015 One of the replies we got (after my retweet) was […]

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