Michael Shallcross

Using ChatGPT, Claude and Gemini to help create content for your marketing? Make sure it’s grounded in your brand tone of voice guidelines. No random inappropriate words. No generic fluff. No AI slop. See how our AI-TOV approach is designed to support and improve your marketing, not churn out filler.

Brand tone of voice has always been important, as we’ve been banging on about for years. Yet too many businesses don’t invest in it, even when every business sounds like everyone else with AI singularity.

Some industries are a hotbed of creativity when it comes to messaging. Others aren’t. But that brings an opportunity for the businesses willing to put their message first. Cybersecurity is a perfect example where a strong message will give you a real competitive advantage.

If you want to stay warm and comfortable when you’re up to your armpits in snow, you’d like some reassurance that the coat you buy is up to the task. That’s why Columbia Sportswear are all in on proving their products are tested tough.

71% of marketers think they sound different (but don’t). Learn how to stand out in a sea of sameness.