Yeah I used to think brand voice was just buzzwords until last month

A client read me their old taglines from 2018 and it sounded like every other tech company. Watching them rewrite it to match actual customer conversations changed my whole view. Has anyone else seen a boring brand wake up this way?

3 comments

3 Comments

casey8431mo ago

Kinda dramatic for a tagline rewrite.

anthony_jenkins611mo ago

2018 taglines were already old news by then lol.

paigeg221mo ago

The 2018 taglines were actually a response to the 2016 election fallout and the rise of "fake news" phrases. Most people don't remember that 2018 was peak "post-truth" era marketing, where brands tried to sound edgy but ended up copying each other. By 2018 itself, those taglines felt stale because the cultural moment they were reacting to had already passed. It was like wearing a meme t-shirt a year after the joke died. The real problem was that ad agencies were slow to catch up to how fast internet culture moves. They were still writing for TV spots while everyone else was scrolling Twitter.