In this online Q&A, we’ll be digging into our theory with three experts:
Lucy Hunter, Director of Brand Strategy at Guinness World Records
“I’ve been immersed in all things brand at Guinness World Records for 9 years, originally in product marketing roles and then making the shift into brand strategy. With experience across brand management, strategy, insights and project management to name a few, I always try to take a holistic view across the business through a brand lens, and with a background originally in the arts, I like to add creative flair into the mix too.”
Frank Reitgassl, Group Head of Brand Strategy at Zurich
“I spent 14 years at BBH in London and Singapore, running global, award-winning campaigns for brands like Axe/Lynx, Barclays, Nike and Google. In 2014, I moved to the corporate side as Director Brand Strategy & Creative at Mondelez International, looking after brands like Toblerone, Milka, Cadbury, Oreo and many more unhealthy snacks. Since 2019 I’ve been with Zurich Insurance, where I’m responsible for key brand strategy projects and their implementation, including global visual identity, tone of voice, global campaigns, sponsorship/partnerships and merchandise.”
Nick Padmore, Head of Language at Definition
“I’ve been writing for businesses for nearly 20 years, working with the likes of Monzo, Specsavers and Disney+. Along with my team, I lead Definition’s projects on tone of voice, naming, brand storytelling and, unsurprisingly, writing – as well as working with our AI team to craft prompts that actually work.”
Hosted by Alex Goldstein, Creative Director at Definiton.
“I rummage around brand personalities, which means I’ve been the voice of detergent, ice cream, oil paint, margarine, and dogs, to name but a few. I studied philosophy, but always wondered if I should have done psychology; writing covers both. Playing with tone, words and sentence structure triggers different emotions and behaviour – it can even build and break beliefs. And, perhaps because I spent ten years in social media marketing, I like the challenge of doing that succinctly.”
Who should come?
Anyone in the brand and marketing world who wants to:
- stand out from the competition
- define a tone of voice that’s fit for an AI world
- tweak an existing tone of voice to be more AI-friendly
- roll out their tone of voice the AI way
- do none of those things, but fancies learning some new stuff about language and AI.
What you’ll learn
- How to build an AI-friendly tone of voice
- How other brands are already using GenAI in their tone of voice programmes
- What you need to do to get ahead of the game
- How tone of voice programmes might look in five years’ time
Book your free spot today – and feel free to share the invite with anyone else who’s struggling to be consistent at scale.