Subscriber Exclusive 
‘Any brand’s biggest strength’: Top marketers on the value of distinctive assets and a consistent tone of voice
Marketing leaders from Cadbury, Sage, Boots, Guinness and Yorkshire Tea share their thoughts on the brand codes and tone of voice in the next installment of our series on what it takes to build brands effectively.
From Nike’s Swoosh to McDonald’s Golden Arches, the most famous brands in the world all have distinctive assets that most consumers can identify in an instant.
Meanwhile, the importance of having a consistent tone of voice across all touchpoints that is also embedded within the wider business should not be underestimated.
