Robert Craven and Ben Afia discuss Brand and Tone of Voice
VIDEO: 53:13 mins
AUTHOR: Robert Craven and Ben Afia
In this GYDA Talks, Robert interviews Ben Afia. A recognised tone of voice pioneer and global expert, Ben uses language to help companies change culture, improve performance and forge deeper connections with their customers.
As one of the first people in the world to establish and manage tone of voice, he cut his teeth with Wallgreen Alliance Boots, helping them improve relationships internally and with customers.
He then set up Afia and has since helped companies like Allianz Insurance to win more customers, BP to develop their employer brand and Google to help marketers understand digital better.
Ben’s strategic consultancy and change programmes helped Vodafone boost their customer satisfaction to its highest ever level and took E.ON on a journey to change their culture. And his claim to fame is helping Ronseal to work out what to say on the tin.
Robert and Ben discuss:
How Ben got to where he is
How words matter – internally and externally
A model for creating great briefs
The doughnut model
Books to read
How culture determines all, including brand
What’s next for Ben
To contact Ben and for some free resources on Language Strategy and the language Manifesto Click Here.