A test by Ikea of a new online marketplace could represent an attempt by the company to achieve greater control over its own secondhand business, according to a Fast Company report.

First launched in Spain and Norway, Ikea Preowned is an online marketplace that lets people buy and sell lightly used Ikea products through an interface that feels like the home furnishing brand’s regular site. If launched in the U.S., the site will provide an alternative to Ikea used furniture transactions that have up until now occurred through third-party apps such as Facebook Marketplace, Craigslist, or eBay.

Visitors to the new site can first enter their postal codes to see distances of buyers or sellers from them. The site then asks the visitors if they want to buy or sell. From a design perspective, the site features the same typeface and overall vibe as Ikea’s regular online catalog.

The site also features images of the used products that are up for sale so you can check out their condition. After adding a product to their carts and purchasing it, buyers are connected to the item’s seller to arrange pickup.

A new emphasis on preowned furniture might seem to deepen Ikea’s attempts to serve its traditional target audience. Which would largely appear to include middle-income young adults, families, and professionals who are more DIY-inclined. Or interested in modern, trendy furniture designs at a more affordable price.

In particular, such initiatives could provide more budget-friendly furniture options to a group of consumers who are already price-sensitive. And help them furnish their homes in an even more eco-friendly fashion by letting them reduce their overall consumption of new resources.

But they could also help serve this audience in more subtle ways. Preowned furniture offerings, for instance, might allow consumers access to unique styles that aren’t currently available among new pieces, as well as pieces with unique character.

In addition, the Ikea Preowned marketplace itself could help foster an additional sense of community among the brand’s existing customers. Bound not only by the sharing of furniture-related tips, advice, and inspiration, but also by a circular economy orientation that helps minimize environmental impact.

According to Jesper Brodin, CEO of Ingka Group, which owns Ikea, the global second-hand furniture market is growing rapidly, with a projected annual growth rate of 6.4% in 2024. Ikea products already account for 10% of that market.

Fast Company noted that although the Ikea Preowned pilot program is free of commission charges for furniture sellers right now, the company is considering a “humble fee” for the service in the future.

Customers can currently pay for products with cash on the site, but sellers can choose to get paid with either cash or Ikea credit. If sellers choose the Ikea credit, the company adds a 15% bonus to their total sale price.

The platform also ties into Ikea’s existing buyback program, where customers can sell used furniture back to the company for in-store resale. Overall, these initiatives are part of the company’s larger goal of ensuring by 2030 that all its products are reusable, recyclable, or able to be refurbished.

In 2019, Ikea also announced it was expanding its tests of a furniture rental program to 30 countries, including the U.S., China, and India.

At the time, Ikea said it was facing a squeeze on resources as the global population grew and more people wanted to buy its products. And that the traditional way of manufacturing, including extracting resources, making products, and selling them to consumers who ultimately put them in landfills, no longer made sense for them.

As of several years ago, the company was already testing subscription-like models for furniture in a few locations, including a program for small businesses in Switzerland and for students in the Netherlands. It was also working on a voucher program in Australia for people who returned furniture for resale, and another similar program in Japan.

Over time, Ikea has also rethought aspects of its furniture design. Their Vimle sofa, for instance, is sold in parts so if you need a bigger piece you can buy an extra seat rather than replacing the whole thing.

Other Ikea products are built from recycled materials. Including a rug made from leftover fabric used in bed linen production, a spray bottle made from leftover plastic film used in packaging, and kitchen cabinets made from recycled wood and plastic bottles.

In terms of the new Ikea Preowned platform, Ingka Group is closely monitoring its performance and customer feedback as the trials in Madrid and Oslo continue, according to Fast Company. The retailer will reportedly do a full evaluation in December 2024 which will determine whether it rolls the platform out globally.

Both Peloton and Planet Fitness are expanding their investments in strength workouts over cardio equipment as a growing share of exercisers looks to build muscle, CNBC reported.

Earlier in August 2024, Peloton launched testing for an app dedicated to strength workout plans called Peloton Strength+.

And Planet Fitness shifted its fitness equipment supply earlier this year after finding that its members, and especially Gen Z, consistently sought more strength training opportunities and less cardio. Gen Z patrons currently make up 25% of Planet Fitness’s base, according to the company’s earnings conference call from the third quarter of 2023.

The emphasis on strength would seem like a slight shift in strategy especially for Peloton, who are still largely associated with cycling, running, and other cardio classes. As well as the equipment including exercise bikes, treadmills, and rowing machines associated with those workouts.

But a new focus on strength training could also help Peloton deliver more balanced fitness to its customers as complements to their typical cardio routines. Strong muscles, after all, can help prevent injuries that are often associated with high-impact aerobic activities.

These are possible sources of appeal that could extend beyond Gen Z and include a broader share of Peloton’s traditional target audience. Which would seem to include average- to higher-income adults who are seeking convenient-yet-premium fitness experiences. Including busy professionals or parents.

As Peloton faces growing challenges as a business, it’s already been testing whether strength training could be part of its way forward, CNBC noted. The company has previously said demand for their cardio focused fitness equipment has been sluggish as consumers pull back from big-ticket items.

Peloton has also said that their strength training classes, and not their cycling or running classes, are their most popular type of content for digital members. And the number two category among those who have Peloton hardware.

The new Peloton Strength+ app is designed for strength workouts at the gym, and features custom, instructor-led programming. This programming will be delivered through audio guidance and expert coaching, as well as a custom workout generator that designs routines based on equipment access, areas of focus, time availability, and more.

Within the flagship Peloton App, the company is also testing “Personalized Plans” that will allow users to create a fitness routine tailored to specific goals and needs. Including weekly sets of class recommendations that will merge expert-designed personal training and machine learning.

Initially, Peloton App users will be able to select from two initial goals, with the potential for more to be added during the testing process: “Support Weight Goals” and “Get Stronger.”

Peloton is also planning new immersive, gaming-inspired experiences for its cycling offerings meant to encourage social engagement. Within some of these new experiences, users will be able to cycle in virtual training environments, including via a personalized avatar riding through simulated landscapes, either alone or with other virtual riders.

In July 2024, Peloton reduced its live streaming classes from its New York studio from seven days a week to six. Their London studio has also moved from seven days of live streaming to five.

These moves by Peloton were not only about saving money, according to CNBC, but also about freeing up production staff to work on projects such as a new partnership with Hyatt Hotels. Under the new Peloton/Hyatt partnership, hundreds of Hyatt properties will be outfitted with Peloton equipment. And Hyatt guests in 400 locations will have access to bespoke Peloton classes on their room TVs.

In terms of Peloton’s new Strength+ app, CNBC noted the company’s approach mirrors that of competing provider Ladder, which has offered personalized strength training since 2020.

Ladder’s CEO Greg Stewart told CNBC that 65% of its users are taking its app to the gym to use the equipment there. This is a shift from during the pandemic, when products largely focused on home fitness consumers. Now, according to Stewart, gymgoers represent “untapped potential” within the industry.

Other fitness companies have also been following the same trend as Planet Fitness and Peloton toward strength training over cardio. Earlier in 2024, connected fitness company Hydrow, which Peloton once tried to buy, acquired a majority stake in strength training company Speede Fitness.

In its 2024 annual fitness survey, health club company Life Time found that “building muscle” was the number one health goal among survey respondents at 35.9%, an increase of 3% from last year. This was followed in number of responses by weight loss and moving more each day.

The Life Time survey also found that 50.8% of its 3,000 respondents have an equal mix of cardio and strength training in their routines. Meanwhile, 18.2% said their workouts were mostly cardio focused, while 15.6% reported they focus solely on strength training.

Wacky popcorn buckets have been creating a new revenue stream and source of hype for movie theater companies in 2024, Fast Company reported.

Called “collectible concession vessels” (CCVs) by industry professionals and costing theater goers up to $50, the new containers go beyond regular popcorn buckets with images on the side. They usually take the form of unhinged plastic sculptures, and have so far resembled anything from a Dune sandworm to Deadpool’s face or a demon-infested tombstone.

The current CCV trend emerged during an era when movie theaters were still struggling to reach pre-pandemic box office numbers. And when production delays from the 2023 SAG-AFTRA strikes continued to impact new releases.

While box office earnings of around $9 billion in 2023 were the highest since the pandemic, they were still roughly $2 billion short of pre-pandemic yearly sales, Fast Company noted.

And sales in 2024 were trailing 2023’s gains as of August. The dominance of streaming services, better in-home tech for movie viewing, and a cultural shift in viewing habits starting from the pandemic have all been blamed for this stagnation.

Overall, the collectible concession vessels would seem like a clear attempt to upsell to the traditional target audience of movie theater chains like AMC, Cinemark, and Regal of younger viewers ages 14 to 34.

So far the bucket designs have almost all come from the action, sci-fi, or superhero genres. Meanwhile, the most enthusiastic audience for new releases from those genres tends to be young adults ages 18 to 24.

The collectible popcorn buckets also seem custom-tailored for social media engagement. And specifically to encourage the sharing of photos, with all the free advertising and brand awareness that generates.

Furthermore, they also seem to fit right in with the toys and action figures, apparel, and other merchandising that now comes along with the release of big action, superhero, and sci-fi franchise titles.

According to the Fast Company article, movie theater chains don’t see the CCVs as a passing fad, either. Theaters reportedly consider them to be opening up a more immersive era of moviegoing in addition to new social media marketing opportunities.

AMC’s vice president of food & beverage strategy even told the magazine that CCVs went from a $0 program for the company in 2018 to a $54 million one in 2023.

Collectible popcorn buckets at movie theaters first came into the cultural mainstream in the spring of 2024, when AMC’s “Dune: Part Two” themed sandworm-based vessel went viral. First on social media, and then on TV’s “Saturday Night Live.”

But that bucket wasn’t the first of its kind. Cinemark also tried a few designs in the mid-2010s and AMC released a successful R2D2 bucket in 2019 for the release of “Star Wars: The Force Awakens.” Selling at $49.99, the 2019 R2D2 bucket sold out in 48 hours even though it was reportedly seen as a “dice roll” for both AMC and Disney. AMC subsequently planned a slate of new buckets to debut in 2020.

But then the pandemic stopped in-person viewings and the collectible bucket markets in their tracks. Albeit with one notable exception in the 2021 replica of the “Ghostbusters” Ecto-1 car. Which reportedly sold out all of its 30,000-bucket inventory on the November 19 opening night of “Ghostbusters: Afterlife.”

It wasn’t until moviegoing started to creep back to pre-Covid levels in 2023, however, that the collectible popcorn bucket concept took off at scale, according to Fast Company.

Cinemark’s “Scream VI” bucket released in March 2023 sold out “almost immediately” in theaters. And Cinemark and Regal both reported major interest in their “Barbie”-themed buckets from that year. With Cinemark reporting consumer demand for them through December despite the film’s July release.

Even more recently, Cinemark, Regal and AMC all offered their own unique collectible buckets for the July 2024 release of “Deadpool & Wolverine.” AMC alone offered five different designs. All of which reportedly sold out after opening day on July 26, representing tens of thousands of buckets.

And there are even more collectible designs to come in 2024. Regal has announced some highly anticipated “Beetlejuice Beetlejuice” CCVs for the film’s release. Including a tombstone, a spiraling sandworm, and a copy of “Handbook for the Recently Deceased.” Additionally, Regal, Cinemark, and AMC will all sell their own replicas of monsters from “Alien: Romulus.”

As one might expect, a subindustry of CCV resellers has also emerged. The original R2D2 vessel from 2019 was reportedly selling for around $100 on eBay as of August 2024. And the “Dune” sandworm bucket sold for as much as $140.

Comparisons have been made between collectible popcorn buckets and the merchandise people are willing to pay a premium for at major theme parks. Only this is now just a part of the everyday movie-going experience at your local theater.

Ford Motor Company has turned its fleet business, which includes sales to commercial, government, and rental customers, into an earnings powerhouse in recent years, CNBC reported. Once a “dirty” word in the industry, fleet sales have recently become a multibillion-dollar battleground for U.S. automakers.

Many fleet sales and especially daily rentals have historically been viewed as a negative for auto companies. And as a less-profitable alternative than sales to retail customers serving at times to unload excess inventories and boost sales.

But Ford’s “Ford Pro” fleet business is now proving that’s not always the case with operations that have taken in about $18.7 billion in adjusted earnings and $184.5 billion in revenue since 2021. This success has led Wall Street analysts to praise the business, with some calling it a “hidden gem” and even Ford’s “Ferrari,” a comparison to the highly profitable Italian sports car manufacturer.

It would also seem like an interesting expansion of Ford’s overarching retail brand reputation as a provider of durable and reliable vehicles, largely in the truck category. And as a new possible source of appeal for the automaker’s target retail audience, which would appear to skew somewhat male and suburban or rural within the US.

For one thing, the rigorous daily use that commercial fleet vehicles undergo could serve as a visible proof point for Ford’s “Built Proud” reputation among retail customers. Additionally, the potential for fleet operations to serve as testbeds for technological advancements might add further weight to the utility-grade image of many of Ford’s retail trucks and other vehicles.

In a February 2024 earnings call, Ford CEO Jim Farley urged Wall Street to forget about Tesla and its full self-service driving (FSD) driver assistance systems as the future of the auto industry. And instead focus on the Ford Pro business. He compared the Ford Pro unit to where Deere & Co. was seven years before, after which its stock increased by about 235%.

In addition to the traditional fleet and commercial lines, Pro is also home to Ford’s emerging telematics GPS vehicle tracking, logistics, and other connective operations for business customers. These clients range from local plumbers and electricians to massive corporations. The unit is also home to parts, accessories, and services for commercial, government, and rental customers.

Ford Pro sales are led by the automaker’s Super Duty trucks, part of the F-Series lineup with the F-150. But Pro also includes transit vans in North America and Europe, as well as all sales of Ranger midsize pickups in Europe.

Super Duty ranges from large pickups to commercial trucks and chassis cabs used for emergency response, towing and plowing, and construction or utility work.

In 2023, the Super Duty lineup received a redesign that leaned on new software and connected data for tracking maintenance needs, vehicle locations, driver behaviors, wasted idle time, and other metrics. As well as capabilities for setting operation times that would prevent vehicles from starting outside of approved windows.

These software and data capabilities helped lay the groundwork for subscription-based businesses and recurring revenue opportunities for Ford. Opportunities that had traditionally been the domain of third-party companies. Ford aims to achieve $1 billion in sales of software and services in 2025, led by its fleet and commercial business.

Automakers including Ford also see fleet operations as a key driver in other ways. Including for electric vehicle sales. While the upfront investment for EVs can be high for many commercial customers, it’s been argued the eventual payback could be worthwhile for some.

All three legacy Detroit automakers have been touting such advantages to their fleet customers while also still offering vehicles with traditional internal combustion engines.

Overall, adoption of EVs has not occurred as quickly as many had expected. In March 2024, CNBC reported that automakers from Ford and General Motors to Mercedez-Benz, Volkswagen, Jaguar Land Rover and Aston Martin were scaling back or delaying their EV plans.

Even Tesla, the U.S. electric vehicle leader with an estimated 55% of EV sales in the country, was bracing for the possibility of a “notably lower” rate of growth as of late January 2024.

Both Ford and Stellantis, makers of Ram and the “Ram Professional” unit, which competes with Ford Pro, have started highlighting portfolios of alternative powertrains in response to these EV-related delays. These include both hybrids and plug-in hybrid electric vehicles.

Ford and other automakers haven’t entirely abandoned electric vehicles by any means, however. In July 2024, Ford announced plans valued at about $3 billion to expand Super Duty production. Including to “electrify” Super Duty trucks.

General Motors announced recently that its new Chevrolet Corvette ZR1 will go into production for 2025, making it the most powerful version of the iconic sports car ever released, CNBC reported. The new model will be powered by a twin-turbocharged, 5.5 liter, V8 engine capable of more than 1,000 horsepower and 828 foot-pounds of torque.

The ZR1 will be the latest addition to what GM calls the “Corvette family,” which leverages the reputation of the American sports car line to boost revenue and sales. In addition to the ZR1, this family could also soon include an all-electric Corvette, which GM has previously confirmed but hasn’t given a timeframe for. And a Corvette SUV, which has been under consideration for several years.

Examining a ‘Heroic’ Brand Personality

Some on Wall Street have said for years that GM could better leverage the Corvette brand by expanding models and, to some extent, sales. A Morgan Stanley analyst estimated in 2019 that a Corvette sub-brand could be worth between $7 billion and $12 billion.

Given this type of success, if you’re in a marketing director or similar role, you might be wondering how you can tap into the energy of a brand like Corvette’s for your company. This can begin with helping your broader creative, content, or communications team understand how brand personalities like Corvette’s can be built.

In Jungian terms, Corvette might be said to follow the “Hero” archetype. As a pinnacle of automotive engineering, it overcomes technical challenges in order to achieve peak performance. The brand’s focus on performance and handling further suggests a sense of mastery over the driving experience for those who own its vehicles.

The Hero archetype is one of the most common in storytelling, with modern examples from film and books including Harry Potter, the young wizard destined to defeat the Dark Lord Voldemort. Or Neo from “The Matrix,” a seemingly ordinary computer programmer who discovers his potential as “The One.” Or Rocky Balboa from the “Rocky” movies, the struggling boxer who defies the odds to become a champion.

Copy on the Corvette homepage for the Stingray, commonly referred to as the “everyman’s sports car,” calls the vehicles the “pinnacle of precision.” While language about the new ZR1 says the edge-to-edge aerodynamic cars “can attack any road both fast and strong.”

Establishing a Heroic Brand Voice

As a copywriter with experience in agency, in-house, and freelance settings, I’ve seen how companies can achieve their own distinctive brand personalities. Including ones that sometimes follow some of the most classic patterns. This experience includes work for companies in industries from tech to media, finance, travel, beverages, CPG, and restaurants, in both B2B and B2C markets.

If it’s a brand voice inspired by the Hero archetype along the lines of Corvette’s you’re seeking, an experienced copywriter can help you find the right approach.

This could include storytelling that highlights the brand’s struggles against adversity and how it emerged victorious, demonstrating resilience and determination. See, for example, Ben & Jerry’s and their history of outspoken stances and action on social and political issues, from fair trade to climate change.

It could also include messaging that highlights a rebellious spirit and desire to push boundaries in order to challenge the status quo, including through problem-solving or innovative solutions. With Virgin and its focus on reinventing customer experiences from low-cost airlines to mobile phone services serving as just one example.

Finally, it could also include content that motivates a company’s customers to take action and embark on heroic journeys within their own lives. Like, for example, outdoor apparel company REI and its now-longstanding Opt Outside program that promotes unplugging from technology and reconnecting with nature.

Other Examples of Hero Archetype Brands

So what does this type of brand transformation look like in practice? In addition to Corvette, a number of companies have also successfully implemented Hero archetypes in their own branding, with the below representing just a few:

 

Cruise company Royal Caribbean said recently it plans to shorten trips and pack days with activities and exclusive opportunities as demand soars, according to CNBC.  

The announcement comes as Royal Caribbean launches Utopia of the Seas, the world’s second-largest ship with a capacity of nearly 5,800 passengers. The new vessel features 13 pools, 21 dining options, and two casinos, among other amenities.

So how do these moves support Royal Caribbean’s existing “Come Seek” brand positioning? For one thing, you might speculate that shorter getaways could help the company cater to core audiences such as millennials. And help them experience the adventure of cruising without a huge time commitment.

Royal Caribbean CEO Jason Liberty told CNBC’s “Squawk Box” that 42% of guests who are millennials or younger say they plan to go on shorter vacation experiences over the next 12 months.

Uncovering a Blend of Two Archetypes

Cruises are one of the few areas of the hospitality sector where prices continue to rise sharply. Meanwhile, Royal Caribbean has the strongest order book in the cruise industry, with bookings holding strong through 2025.

Given these types of trends, if you’re in a marketing director or similar role, you might be wondering how to tap into the energy of a brand like Royal Caribbean’s for your own company. This can begin with helping your broader creative, content, or communications team understand how brand voices like Royal Caribbean’s might be constructed.

In Jungian terms, Royal Caribbean would seem to combine elements of two archetypes: the “Explorer” and the “Entertainer.” Royal Caribbean’s Explorer side embodies a spirit of adventure, discovery, and pushing boundaries. But there also appears to be an Entertainer side to the brand that’s all about joy, amusement, and unforgettable experiences.

As a company, Royal Caribbean in a practical sense seems to be committed to innovative ships, unfamiliar destinations, and thrilling activities. But at the same time, it would also appear to emphasize world-class entertainment and the creation of a carefree atmosphere.

Characters from the world of film that might embody much of the same Jungian combination include Indiana Jones, who seems as adept at witty banter is he is at uncovering global archeological mysteries. Or Star-Lord from “Guardians of the Galaxy,” who combines a love for classic rock music and goofy jokes with leadership of a ragtag team of outer-space misfits. 

Copy on royalcaribbean.com describing the company’s cruise destinations discusses taking guests “deep into top-rated cruise ports and off-the-beath-path gems, so you can experience each one like a local.” And language discussing the various amenities onboard the company’s new Utopia of the Seas ship calls out “bigger flavor,” “bolder play,” and “better chill days than you’ve ever imagined.”

Those claims are backed on the website by, in addition to the onboard features already mentioned, mentions of the ship’s three waterslides, 23 bars, and eight hot tubs.

Achieving Your Own Unique Brand Tone-of-Voice

As a copywriter with experience in agency, in-house, and freelance settings, I’ve seen how an informed approach can help companies achieve their own unique combinations for their brand voices. This experience includes work for clients in the travel industry, as well as other areas including tech, media, finance, beverages, CPG, and restaurants, in both B2B and B2C markets.

If it’s Royal Caribbean’s combination of Explorer and Entertainer you’re seeking, an experienced copywriter could help your team find the right approach.

In terms of language, this could include phrases that evoke a sense of adventure, new experiences, and discovery of hidden gems. Including through the use of strong verbs and evocative adjectives. As well as the incorporation of playful linguistic devices such as lighthearted jokes and asides to build a sense of connection. Or even the use of intriguing and provocative questions to spark curiosity and interest.

Real-World Brand Voice Examples

So what does this all look like in practice? In addition to Royal Caribbean, multiple brands have also successfully combined Explorer and Entertainer archetypes into their brands:

• Airbnb offers unique and authentic global travel experiences while also emphasizing the chance to connect with locals and create lasting memories.
• The Body Shop offers natural ingredients and ethically sourced products that connect you with nature. And also employs vibrant packaging, playful product names, and a focus on self-expression.

Walmart said recently that it’s opening five automated distribution centers for fresh food across the country, according to CNBC. The big-box retailer said the facilities were part of a larger effort to modernize its supply chain and expand capacity to keep up with online customer orders.

So how do these new initiatives support Walmart’s existing overarching “every day heroes” brand persona? For one thing, the retailer’s recent emphasis on fresh foods can help it play a role in supporting its customers’ overall well-being.

These initiatives could also help Walmart empower shoppers to make healthier food choices in a convenient way through online ordering and home delivery. And in a way that doesn’t make its customers break the bank.

The Everyperson Archetype and Your Brand

As a company, Walmart has been financially successful recently, with profits expected to grow over the next five years and revenue still above pre-pandemic levels. Store pickup and delivery also drove 22% e-commerce gains for the retailer in the most recent quarter.

Given trends like these, if you’re in a marketing director or similar role, you might be wondering how you can implement a brand voice like Walmart’s for your company. This can begin with helping your broader creative, content, or communications team understand how brand voices like Walmart’s can be built.

A Jungian might say that Walmart’s brand follows an “Everyperson” archetype. Some brand archetypes are related to mythic figures such as magicians, outlaws and jesters. But an Everyperson brand resembles the ordinary individual, and is both relatable and approachable. Think Jim Halpert from “The Office,” Bilbo Baggins from “The Hobbit,” or Spider-Man alter ego Peter Parker.

Walmart offers affordable goods and services to a broad customer base. And it offers them with an attitude that when expressed most successfully, comes off as genuine and honest, without pretense.

The retailer’s bettergoods private brand, for example, launched earlier in 2024, says it aims to make “elevated culinary experiences accessible to all.” And language on Walmart.com says bettergoods food items, of which most are priced under $5, are made for “curious palates and ambitious home chefs.”

Developing Everyperson Brand Voice Guidelines

Depending on your industry or company, it might be intimidating at first for your team to try to connect with audiences on the highly personal level a successful Everyperson brand voice demands.

But as a copywriter with experience in agency, in-house, and freelance settings, I’ve seen how an informed approach can help. This experience includes work for companies in industries ranging from tech to media, finance, travel, beverages, CPG, and restaurants, in both B2B and B2C markets.

An experienced copywriter can help your marketing team step into the audience’s shoes and understand their language, challenges, and aspirations. They can also help your team choose words and phrases that sound natural and conversational, while avoiding jargon and overly complex vocabulary. Helping your company sound even more like a trusted friend to your target audience.

In addition, a copywriter can help your team develop comprehensive guidelines to ensure consistency in messaging across all communications platforms, from social media to website and email copy. All while maintaining your brand’s core relatable and approachable personality.

And when you’re ready to launch new campaign assets, a skilled copywriter can help you experiment with different messaging and tones within your guidelines to identify what works best. Helping optimize your copy through methods such as A/B testing.

Real-World Everyperson Brand Voice Examples

So what does this kind of brand voice transformation look like in practice?  In addition to Walmart, a number of brands have successfully implemented Everyperson brand voice approaches in their own marketing programs:

• Ikea emphasizes the everyday consumer and their home life with messaging that’s practical, straightforward, and focused on creating better day-to-day lifestyles.
• Old Navy’s clothing and marketing are designed to appeal to a wide range of people with an emphasis on comfort, affordability, and wearability.
• Dunkin’ focuses on convenience and affordability with a brand image that resonates with busy, everyday people.
• Kraft Macaroni & Cheese taps into nostalgic memories and the simplicity of home-cooked meals.
• Google’s branding often focuses on how its complex technology products can simplify daily life and solve problems for the average user.
• Ally Financial has positioned itself as a challenger bank, appealing to everyday customers who may feel underserved by traditional financial institutions.