"You don't want somebody freelancing the brand voice".
The practice of integrating its "brand voice" articles is mirrored in print.
"You had three to four voices all pushing N.H.L. games in their own brand voice," said John Miller, the chief marketing officer of the NBC Sports Group.
The advertisers' articles are ranked on Forbes "most viewed" list in the same way as journalists' articles, although they are visually themed with a "brand voice" tag.
One of the biggest challenges facing all organisations today is the ability to consistently co-ordinate and amplify a single brand voice across all media.
If Dolce & Gabbana enjoys taking signifiers of national identity and adding its brand voice to the conversation, Versace concentrates on its own dynasty.
From there, users will be able to go the brand's Web site and, perhaps, make a purchase".We look for those marketing opportunities that are disruptive, unexpected and true to the brand voice," said Rob Horton, vice president for marketing for Akzo Nobel Paints in an e-mail.
There are reasons to consider a consolidation besides cost savings, Mr. Triaca said, listing the chance to communicate with a united brand voice, no pun intended, and the opportunity to build what he described as a "long-term partnership" with a single shop.
Here are a few points to consider before jumping in: 1. Find the right brand "voice".
Perhaps the most important point, though, is the first one: "authentic brand voice".
The popularity of many "go-to" services also owes to beautiful, easy-to-use mobile and web interfaces combined with an edgy brand voice.
