When people discovered The SUB (a little home draught machine for beer) was made by Heineken, their perception shifted. Some loved it more because “Hey, it’s Heineken — they know beer!” Others instantly disliked it because “You know what they should do? Start making real beer.”

That’s crazy right? Same product, different reactions based on one detail.

Achieving that brand tone of voice consistency is not just a priority for the brand manager; it’s essential for enhancing customer engagement and building a robust brand identity

I worked in brands like Heineken and Marantz and I’ve learned that at the heart of every successful business lies a strong brand. It’s what creates a lot of value, and makes you a lot less dependent on paid media budget and discounts.

Many brand managers and marketers have faced the frustration of mismatched partnerships, leading to wasted resources and disengaged audiences. We all remember the Kanye X Adidas story right?

The future of marketing needs a reality check. For too long, brand promises have swung between saying nothing and making over-the-top claims that don't hold up. While companies love to talk about saving the world or changing lives, consumers are getting tired of the hype and want brands to keep it real.

We've all seen the commercials, and corporate about us pages: happy employees ping-ponging in a brightly colored office. 𝗕𝘂𝘁 𝗱𝗼𝗲𝘀 𝘁𝗵𝗮𝘁 𝗽𝗶𝗰𝘁𝘂𝗿𝗲 𝗺𝗮𝘁𝗰𝗵 𝗿𝗲𝗮𝗹𝗶𝘁𝘆?