The Misunderstood Case of “Brand Voice” in Social Media

When you think of companies that have nurtured a great “brand voice” on social media, which organizations come to mind?

According to my research, the “experts” will tell you the list looks something like this:

Sharpie (accounts dead, btw)

DiGiornia Pizza

Red Bull

NBA

Oreo

Taco Bell

As I continued to dig in, I noticed a striking trend. All these brands that people were lauding as having great “brand voices”–they were all snarky, hip, young, energetic voices.

They all...

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