What’s your favorite brand tone of voice example and what’s the one adjective that captures what makes it unique/memorable? A handful to get started…

Equinox - superior
KFC - offbeat
Liquid Death - sardonic
NYT - authoritative
Vice Media - rebellious

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You can swap any of those with any of the others and it still works.

It’s about execution.

Screenwriters often opt to start with something very small and work towards something bigger. A line of dialog. An event. Starting from a them like brotherhood or war is too ambiguous. You get lost. So I guess what I’m saying is work small to big, not big to small.

Penzey's Spices - A loud & proud anti-Trump / pro-Harris company that I love! The owner is a hoot and doesn't hold back his thoughts on IG, FB, X, or anywhere else. I love his courage and support his business & his politics. He's built a strong following of loyal customers as a result of taking a stand 💙

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