About Joe Cooper

Joe is Vice President, Creative Content Strategist, in Ketchum's New York office.

Author Archive | Joe Cooper

Get More From Your Content: How Brands Can Balance Sounding Too “Corporate”

Think about the music you love; the podcasts you listen to; the TV shows you watch. Heck, think of your oldest friends.

Do any of these things or people have voices that you just can’t stand? Probably not. We like things and people that sound pleasant to our ears. No one ever said, “I love this show because the main character sounds like a very sad cat,” or “I love this magazine because it bitterly condescends to me.”

Any successful voice must be appealing to its audience. This goes for brands as well as human beings (for now we will leave out animals and their emotional states, however valid).

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