I’m frequently struck by how few brands have an identifiable and ownable vibe or tone in their advertising.
It’s quite a valuable thing to own.
But it’s hard to create for a couple of reasons.
One, most ad creatives are incapable of creating one. It takes a lot of skill to do well.
And two, a lot of brands don’t exude a tone worth rebroadcasting.
The great thing about having a brand tone is that it adds up to something over time.
Your advertising doesn’t show up as somebody new every year. your brand is a familiar friend. or at least, familiar.