LOVE STINKS
Have you heard Pavarotti's recording of the J. Geil's hit, "Love Stinks"? Ok, so that's a trick question. Pavarotti might have sung it in the shower, but he wasn't real likely to record it. He knew his brand's voice as well as he knew his own. Same goes for successful brands like Apple or Volkswagen. Their brand voice evolved over the years, but remains unmistakable. Every successful brand finds and consistently speaks its voice to powerfully reinforce the bond that consumers feel for "their" brand.