Let’s talk a bit about the importance of tone, and how it’s lack-thereof, is deemed tone-deafness. Also, perhaps most importantly, how it creates a horrible experience when it’s done all wrong.
Happy Socks is a newer brand and doesn't have the vast resources of other apparel giants. In order to break into the crowded sock market, and become a leader in the growing fashion category, a stand out campaign is needed. Max Reinhardt (copywriter) and Norberto Beltran (art director) did just that with their Happy Socks - Lifting Pant Legs and Spirits since 2008 campaign.
Oftentimes, executives want to find value in marketing strategies, which is difficult to boil down into dollars and cents. Throughout this post, you’ll discover three reasons to help convince you—and everyone else—why investing in a solid Voice & Tone Guide can yield value, and have more loyal customers knocking on your door.