Mistakes are made…

But when they are done in this way, you can’t help but smile.
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Whilst I’ve bemoaned brands adopting the Innocent tone of voice, when it’s inappropriate, I think it’s quite endearing for certain brands. Oddly enough, digital companies can do it and still ‘cut through’ the reflex action of swearing at having to wait or be denied.
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I have a theory about this – firstly, you expect machines to bugger up occasionally, so it’s conditioned at the beginning, and secondly, most software vendors don’t have a ‘voice’ per se, so to have little disembodied comments like this work.
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As it is, the likes of say, Burger King’s packaging voice just doesn’t seem to work. I have an idea of what Burger King stands for (big budget, sometimes dumb Americana), and when the work sticks to this – the excellent ‘I am Man’ spot – it succeeds. When the packaging became ‘pally’ and wise to the game didn’t to work for me. Maybe it would have done in the States, what with the CPB work to back it up.
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Apologise; but do it in the right way – if that means a whiter than white corporate press release, do that. If you can do it more personally, do that. But don’t mess with your established image.
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