Emily Tan
Sep 13, 2017

Is your brand's voice, male, female, human or mineral?

The rise of voice technology platforms and the connected home has turned the discussion of a brand's voice from metaphorical to physical.

Brands are facing a new branding dilemma. If you need to build an Alexa Skill, a connected car OS, or even a talking fridge, should you have a branded voice And if so, how should that voice sound 

Voice, as a thing rather than an abstract concept, opens up a whole new palette for branding, which traditionally has been very visual, Jim Cridlin, global head of innovation at Mindshare, said.

...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Subscribe

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Day 4 Live Cannes lowdown: Havas, influencers and hangovers
Premium
40 minutes ago

Day 4 Live Cannes lowdown: Havas, influencers and ...

As the festival inches to a close, our editors discussed a few issues that have surfaced so far this year.

Premium
Innovation winners: Cannes Lions 2018
Premium
1 hour ago

Innovation winners: Cannes Lions 2018

India takes sole award for APAC in tiny category of six winners.

Premium
Media winners: Cannes Lions 2018
Premium
1 hour ago

Media winners: Cannes Lions 2018

Of 85 gongs awards, APAC wins 15, with one Gold and a plethora of Bronze.

Premium
Young Lions winners: Cannes 2018
Premium
1 hour ago

Young Lions winners: Cannes 2018

China put Asia on the map, winning one of three competitions.