We all talk about the importance of having an “authentic brand voice”.

But we so very rarely hear one.

Sometimes, when the brand is represented by a distinctive personality – Helllooooo, Frank Walker – we recognise who is talking before we hear the name of the product or the business.

But how often does a brand have the courage to actually sound different to everyone else in the category.

Think about sports coverage.

Each caller works within the confines of the category.

Except these blokes. http://www.youtube.com/watch?v=XKFWE1xt_x0

Which may be why we still remember them even after 11 years.

 

Originally published by Brand Clarity, May, 2011