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Brand writing
styles.
Voice and tone
examples.

What's your brand's writing style?
Pick a style that aligns with your mantra, and audience.

Authentic
Genuine, transparent, and trustworthy perception appealing to community-centered fans.
Energized
Creative, spirited, and exciting perception, using actionable words to motivate fans.
Authoritative
Dependable, credentialed, and responsible brands that fans can count on.
Sophisticated
Innovative, smart, and sleek brands appealing to pretentious fans with discerning taste.
Rugged
Tough, strong, and powerful brands for fans that want to conquer the world.
What Is The Authentic Writing Style
Definition
Authentic brands are perceived as genuine, transparent, and trustworthy by fans. Highly relatable and welcoming, they often focus on the environment and community.
Short Sample
At Exeter Boots, our values are woven into the fabric of everything we do. We nurture a supportive culture where individuals are empowered to thrive while making a positive impact in the workplace, the community—and the world.
Brand Characteristics
  • Responsibility
  • Sustainability
  • Ethical
  • Positive impact
  • Improve lives
  • Promise
  • Commitment
  • Nurture
  • Family
  • Empowered
Writing Style
  • Short, to the point
  • Clear, concise, and honest
  • Rich details
  • Informal, welcoming tone
  • Relatable phrases
  • Questions that evoke curiosity
  • Personable, pleasant, inviting
  • People talk, conversational, colloquial
  • Transparent, upfront, nothing to hide
  • Grounded, down to earth, sensible
  • Crisp, clean copy
Common Words/Phrases
  • You, we
  • Great, excellent, better
  • Good, goodness
  • Everyone, people, whole, world
  • Real, ready
  • Easy
  • Get, want
  • We get it
  • Not your cup of tea
  • On the lookout
  • Any other way
  • Teamwork, team
  • Look, see, understand
  • Support, committed, dedicated
Authentic Writing Style Samples
The Secret to Getting Hired at Chipotle

Interviewing is not everyone’s cup of tea. We get that. That’s why we want to make our restaurant interviews as easy as possible for you — because when you’re comfortable, we get to see the real you. Check out some Chipotle interview advice below.

"Our managers are looking for great people who will help them ensure that every customer has an excellent experience at Chipotle. They don’t ask trick questions or try to scare candidates."
— LUCY, RECRUITING MANAGER AT CHIPOTLE

It takes a whole team to serve up a great guest experience day in and day out in our restaurants. That’s why we’re on the lookout for two main skills during an interview: customer service and teamwork.

Customer Service

There is nothing better than seeing a customer’s face light up in the restaurant. So while we don’t require previous work experience to join our team, be ready for a few questions on great customer service that you’ve experienced or delivered to others in the past.

Teamwork

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Not even the best Crew member can prepare fresh ingredients and deliver an awesome guest experience all by themselves. With over thirty people running each restaurant, we want to make sure new members will help take their team to the next level. Our managers can use the 13 Characteristics (fundamental personality traits that can’t be faked — they just come naturally) as a guide during your interview.

Writing Style

Personable
People Talk
Transparent
Grounded

Style Elements

Metaphors
Surprise
Emotive Language
Wordplay
Simplicity
Specificity
Storytelling

Explore Style Elements

Source: Chipotle blog at https://www.chipotle.com/
What do 100% Grass-Fed Cows Eat in the Winter?

Ever wonder how cows keep a 100% grass-fed diet when there’s snow on the ground? Learn how Grassmilk farmers feed their cows in winter so you get grass-fed goodness all year round.

Learn about grass-feeding in winter >>

When our cows eat well, you do too!

Writing Style

Personable
People Talk
Transparent
Grounded

Style Elements

Metaphors
Surprise
Emotive Language
Wordplay
Simplicity
Specificity
Storytelling

Explore Style Elements

Source: Organic Valley; website at https://www.organicvalley.coop/
DAY AFTER DAY
WE’RE COMMITTED

To sourcing the very best ingredients we can find and preparing them by hand.

To vegetables grown in healthy soil, and pork from pigs allowed to freely root and roam outdoors or in deeply bedded barns.

We're committed because we understand the connection between how food is raised and prepared, and how it tastes.

We do it for farmers
animals
the environment
dentists
crane operators
ribbon dancers
magicians
cartographers
and you.

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With every burrito we roll or bowl we fill, we're working to cultivate a better world.

WHOLE OR NOTHING
REAL INGREDIENTS JUST TASTE BETTER.

We're all about preparing food without added colors, flavors, or preservatives (other than lemon or lime juice, which can be used as preservatives — though we use them only for taste).

Just genuine raw ingredients and their individual, delectable flavors. We source from farms rather than factories, and spend a lot more on our ingredients than many other restaurants.

We wouldn't have it any other way.

Writing Style

Personable
People Talk
Transparent
Grounded

Style Elements

Metaphors
Surprise
Emotive Language
Wordplay
Simplicity
Specificity
Storytelling

Explore Style Elements

Source: Chipotle about page at https://www.chipotle.com/
Chipotle Tweet:
Good morning to everyone, except the people who ask for one chip and then take like 7

Jimmy Fund Facebook Post:
"My name is Caiya and I’m 9 years old. The Jimmy Fund is a special place because I feel safe there. I love foxes, crafts, the Red Sox, all music, and playing outside!"

—Caiya, a Dana-Farber patient and this year’s patient partner for the Papa Gino’s and D’Angelo program.

You can support patients like Caiya when visiting a Papa Gino's or D'Angelo Grilled Sandwiches location near you now through February!

Writing Style

Personable
People Talk
Transparent
Grounded

Style Elements

Metaphors
Surprise
Emotive Language
Wordplay
Simplicity
Specificity
Storytelling

Explore Style Elements

Source: Chipotle Twitter page; Jimmy Fund Facebook page
Power up your customer support with Zendesk
Help desk software trusted by over 160,000 businesses

CHAMPION YOUR CX

Build better customer experiences
Give your teams what they need so your customers get what they want.

The Zendesk Suite offers customizable, scalable customer service software that’s ready to use right out of the box and connects to your entire business.

Customer support software for any business, any size

Provide support across channels
Solve customer support tickets via web, email, phone, SMS, and social media— all in one place.

Save time and lower costs
Quick and easy setup allows you to grow effectively over time.

Enhance productivity
Use workflows, automation, and AI to route your tickets to the right agent.

Boost customer satisfaction
Assist customers with online tickets by using better intel and less manual work.

Writing Style

Personable
People Talk
Transparent
Grounded

Style Elements

Metaphors
Surprise
Emotive Language
Wordplay
Simplicity
Specificity
Storytelling

Explore Style Elements

Source: Zendesk landing page at https://www.zendesk.com/lp/brand/
What Is The Energized Writing Style
Definition
Energized brands are creative and spirited, using actionable words and outside-the-box thinking to challenge and motivate. They shake things up in unexpected and inspiring ways.
Short Sample
At Exeter Boots, we go to extremes. That’s how we were brought up. Our first pair was made by BMX rider Felix Hanson when he needed tougher footwear to withstand the toughest world champion race. The results? A revolutionary design that took him across the finish line. For a win.
Brand Characteristics
  • Riveting
  • Maximum
  • Beyond
  • Powerful
  • Extreme
  • Inspired
  • Revolutionary
  • Innovative
  • Awesome
  • Reimagine
Writing Style
  • Fast, fun, humorous
  • Creative and casual word choices
  • Friendly and welcoming
  • Persuasive
  • Vivid descriptions
  • Short, punchy rhythm
  • Uplifting, inspiring happiness and hope
  • Actionable, dynamic, on the move
  • Motivating, encouraging, stimulating
  • Challenging, pushing to limits, outside comfort zone
  • Informal, free and easy
  • Playful attitude
Common Words/Phrases
  • Dynamic
  • Great, marvel, super
  • Packs, pack
  • Builds, built
  • Future, beginnings, new
  • Go, gone
  • Like, unlike
  • Gone full circle
  • You betcha
  • Bring a little sunshine
  • What-ifs
  • Never-seen-before
  • Utterly, absolutely
  • Right?
Energized Writing Style Samples
BLACK IS THE NEW BLACK

It’s finally gone full circle "Black is the new black." Can we back that statement up? You betcha.

You’ve heard of the expression that great things come in threes, right? Like The Three Stooges, The Three Amigos, The Three Musketeers….our team just cooked up the next great trio with Blax, Stax and Trax, modernized black masking and black show drapes.

Let’s start with the simplest of our three introductions. Say hello to Blax, ATOMIC’s version of masking blacks. Yes, you heard that right…masking blacks! But not just your standard run of the mill masking blacks. We’re breaking the rules and talking masking blacks unlike anything you’ve seen before.

  • 70% less weight than standard issue velour drapes = reduced shipping
  • Mock fullness = more formal
  • Texture = more luxurious
  • Webbing\Grommets\Ties AND Pipe pockets in one drape = choices, what?!
  • Blax is a stuffer, not a folder = no wasted time and labor folding our drapes
  • Non-absorbent fabric = leave the party at the party not on your drapes
  • IFR = even when the party is heating up, your drapes are not.
  • Tough as hell!
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Next up in this dynamic trio, we’re turning our attention to stage blacks with the introduction of Stax and Trax. Similar in features to Blax, yet completely different in looks… they’re brothers from another mother! All the features you’ve come to expect in ATOMIC’s patented SuperZipper line but with a twist and a nod to the dark side! So, go ahead, mix and match until your hearts content and find out why "black is the new black."

Drape drop

Writing Style

Uplifting
Actionable
Motivating
Challenging
Informal

Style Elements

Metaphors
Surprise
Emotive Language
Wordplay
Simplicity
Specificity
Storytelling

Explore Style Elements

Source: Atomic blog at https://www.atomicdesign.tv
Monthly Digest

Hello there.

Remember that friend you haven’t caught up with in forever who has oh-so-much news to share?

This email is kinda like that.

Here @ Leadpages, we want to utterly spoil you with content and bring a little sunshine into your inbox every month.

So dig in.
I mean… you’d be an (April) fool not to.

Writing Style

Uplifting
Actionable
Motivating
Challenging
Informal

Style Elements

Metaphors
Surprise
Emotive Language
Wordplay
Simplicity
Specificity
Storytelling

Explore Style Elements

Source: Leadpages; website at https://www.leadpages.com/
Rental Products

BUULE

How about some modular drape attitude to go with your show? The Buule (rhymes with jewel) lets you build an elegant, white flowing drape in five foot increments. Goes together in minutes with no visible seams. Sure to be the coolest gown at the event! Who said packs small, plays big? We did! You can fit ten 30′ x 5′ panels into a 24″ cub

LASER

If you felt that rumble beneath your feet, it’s probably because Mt. Saint Helens ruptured at the birth of Laser. The lava was HOT when creating the Laser’s gathered, flowing design. Zipper the material marvel Laser together with any other SuperZipper panel for a creative backdrop at your next event, or select one of the full-size drape options to fit your stage.

Writing Style

Uplifting
Actionable
Motivating
Challenging
Informal

Style Elements

Metaphors
Surprise
Emotive Language
Wordplay
Simplicity
Specificity
Storytelling

Explore Style Elements

Source: Atomic product description at https://www.atomicdesign.tv
Nike Tweet:

The future of sport is built on firsts and never-seen-befores. It’s where “what if” becomes “why not?” It’s where @realshellyannfp and @DiedetheGreat and @_ajawilson22 make the impossible possible. Watch and see how tomorrow could be the best day ever.

T-Mobile Facebook Post:

The end of the road is just the beginning of another! Check out AJ Andrews and Hunter Pence at the World Series and learn how you can win the trip of a lifetime.

Writing Style

Uplifting
Actionable
Motivating
Challenging
Informal

Style Elements

Metaphors
Surprise
Emotive Language
Wordplay
Simplicity
Specificity
Storytelling

Explore Style Elements

Source: Nike Twitter page; T-Mobile Facebook page
The Original Green Monster Energy

Tear into a can of the meanest energy drink on the planet, Monster Energy.

It's the ideal combo of the right ingredients in the right proportion to deliver the big bad buzz that only Monster can.

Monster packs a powerful punch but has a smooth easy drinking flavor.

Athletes, musicians, anarchists, co-ed’s, road warriors, metal heads, geeks, hipsters, and bikers dig it– you will too.

Flavor Profile: Sweet and Salty – It tastes like Monster!

Unleash The Beast!

FIND STORE NEAR YOU
BUY ON AMAZON
BUY ON WALMART

Writing Style

Uplifting
Actionable
Motivating
Challenging
Informal

Style Elements

Metaphors
Surprise
Emotive Language
Wordplay
Simplicity
Specificity
Storytelling

Explore Style Elements

Source: Monster Energy landing page at https://www.monsterenergy.com/us/en/products/monster-energ
What Is The Authoritative Writing Style
Definition
Authoritative brands are seen as dependable, efficient and responsible. Some have been around for decades, if not centuries, consistently delivering reliable products and services.
Short Sample
We started making boots in 1929 because we believed nobody else was making them strong or durable enough to withstand the ongoing wear of daily life. While the world and our designs may have changed a lot since then, Exeter Boot’s dedication to creating the most dependable footwear remains the same.
Brand Characteristics
  • Dependable
  • Efficient
  • Streamlined
  • Advanced
  • Achievement
  • Transformative
  • Dedication
  • Heritage
  • Innovative
  • Expertise
Writing Style
  • Pertinent information
  • Largely objective, rather than subjective
  • Explanations without talking down to reader
  • Specific details
  • Straightforward, no fluff
  • Factual, rooted in research and proof
  • Historic, distinguished, established
  • Intelligent, knowledgeable, well-informed
  • Proven, recognized, trusted
  • Memorable, remarkable, enduring
  • Nostalgic, sentimental, warm feel for the past
Common Words/Phrases
  • Explore, open
  • Allow, permit
  • Need, require
  • Change, elevate
  • Treat, help
  • Start, launch
  • Power, powerful
  • Market, marketing
  • Offer, offering
  • Connect, connection
  • Simple, straightforward
  • Strongly recommends, suggests
  • Process
  • Proven, classic, timeless
Authoritative Writing Style Samples
The Hazards Of Making A Health Plan Exception

Allowing health plan changes outside of open enrollment without a permitted mid-year election change is risky. Doing so may lead to the following:

  1. Cancellation of your group health insurance plan,
  2. Disqualification of your cafeteria plan, and/or
  3. Opening the door for litigation or claims of discrimination.
For these reasons, Lumity strongly recommends you never make an exception outside a defined enrollment window, unless it is based on a permitted mid-year election change that has been defined in the health plan’s governing documents.

What Every Employer Needs To Know

Under the Employee Retirement Income Security Act of 1974 (ERISA), the “plan administrator” is a fiduciary. According to ERISA, this is the person charged with the legal responsibility for the operation and administration of an employee benefit plan.

Typically, in a single-employer plan, the employer is the plan administrator.

Under ERISA, the plan administrator is required to administer the plan according to plan terms. If the plan administrator deviates from plan terms when administering the plan, the plan administrator is breaching its fiduciary duty. Breaches of fiduciary duty are actionable and could result in penalties from the Department of Labor (DOL) or a lawsuit under ERISA.

Writing Style

Factual
Historic
Intelligent
Proven
Memorable
Nostalgic

Style Elements

Metaphors
Surprise
Emotive Language
Wordplay
Simplicity
Specificity
Storytelling

Explore Style Elements

Source: Lumity blog at https://www.lumity.com/
Next Stop: Love Train

There’s something inherently romantic about train rides. The repetitive motion and breathtaking views move us closer to our loved one, allowing us to rest our head on a welcoming shoulder. The gentle clickety-clack of wheels is a built-in sound machine, giving us a much-deserved rest. And the enclosed area allows us to truly get away from our fast-paced lifestyle and reflect on who and what’s important in life.

In the spirit of Valentine’s Day, we’re offering – for the first time – significant discounts on our summer trains.

If you haven’t settled on a Valentine’s Day gift, think about a romantic summer getaway aboard the Durango & Silverton Narrow Gauge Railroad. Our summer spots fill up quickly, so be sure to save your spot before it’s too late.

Visit our website to book your spot now.

Romance on the Rails

Celebrate Valentine’s Day on board a historic, steam-powered narrow gauge train as we travel along the Animas River. Enjoy a beautiful day riding the vintage train through the pristine wilderness to Cascade Canyon. Premium-class passengers will be treated to a brunch buffet, live music, a complimentary glass of sparkling wine and – of course – special chocolate treats.

Happy Valentine’s Day

From our family to yours

Writing Style

Factual
Historic
Intelligent
Proven
Memorable
Nostalgic

Style Elements

Metaphors
Surprise
Emotive Language
Wordplay
Simplicity
Specificity
Storytelling

Explore Style Elements

Source: Durango & Silverton Narrow Gauge Railroad; website at https://www.durangotrain.com/
Hi, We’re HubSpot

Inbound is Everywhere

An idea in the moment has sparked a global movement.
And we’re just getting started.

The Story Behind Our Story

In 2004, we met as graduate students at MIT.

While Brian was helping venture-backed startups with their go-to-market strategy, we started to notice something curious: Customers had gotten really good at blocking out interruptive marketing and sales tactics. The tried and true tactics of old (direct mail, email blasts, cold calls) simply weren’t effective anymore.

Meanwhile, Dharmesh’s blog OnStartups was seeing massive growth in traffic. We’ll admit, we were surprised. How had this tiny blog with no budget generated more traffic than companies with professional marketing teams and way bigger budgets? It felt like a modern-day David versus Goliath.

So after many meetings, even more coffee, and the occasional Belgian beer (a shared favorite of ours) we came to the simple observation:

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People don’t want to be interrupted by marketers or harassed by salespeople. They want to be helped.

It was time to make the marketing and sales process human. Time to treat buyers like people, not numbers on a spreadsheet. Time to build an inbound community and help people achieve their business goals in a more personable, empathetic way.

We called it, HubSpot.

Writing Style

Factual
Historic
Intelligent
Proven
Memorable
Nostalgic

Style Elements

Metaphors
Surprise
Emotive Language
Wordplay
Simplicity
Specificity
Storytelling

Explore Style Elements

Source: HubSpot about page at https://www.hubspot.com
HubSpot Tweet
One of the most powerful things a company can do to scale its customer experience is to unify its operations professionals under one centralized revenue operations (RevOps) strategy. Let’s chat about the why & how of a #RevOps strategy.

Cisco Facebook Post

Collaborative workspaces need collaborative web platform accessibility! CRN shares how Webex has ramped up video conferencing to meet the demands of the #HybridWork space. http://cs.co/6188JZHQ2

Writing Style

Factual
Historic
Intelligent
Proven
Memorable
Nostalgic

Style Elements

Metaphors
Surprise
Emotive Language
Wordplay
Simplicity
Specificity
Storytelling

Explore Style Elements

Source: HubSpot Twitter page; Cisco Facebook page
Cisco Designed for Small Business
Connect and collaborate securely.

Cisco Meraki
Start a Meraki networking product evaluation for free. Open the box and be up and running in minutes.

Webex by Cisco
Sign up for a free plan and get meetings, calling, and messaging in one easy-to-use, secure app.

Secure access by Cisco Duo
Start your free trial of simple, powerful access security to protect your data, users, and devices.

  • Try Duo
  • All Offers and Trials
  • Quick Start
What our customers are saying

"The biggest benefit we’ve seen from Umbrella is stopping crypto. We manage thousands of computers and it was getting to the point of a successful crypto attack weekly. With Umbrella, we've reduced those to only a handful per year now."
Karl Fulljames, COO, Nucleus Networks

Products and solutions

View All
Small Business Networking

Reliable connections between your networks and to the internet keep your employees and your customers happy.

  • Switches
  • Routers
  • Wireless Access Points
Small Business Security
With us, security isn't an afterthought. It's the main thought to protect your business, customers, and employees.

  • Firewalls
  • Endpoints and VPNs
Small Business Collaboration

Keep your remote workers connected with powerful collaboration solutions and award-winning devices.

  • Meeting Solutions
  • Phone Systems
  • Devices and Accessories
Build your IT department without adding a single employee

Answer a few quick questions and we will help you select the networking, security, and collaboration solutions tailored to your business.

  • Product Selector
  • Cisco Designed for Small Business
  • Explore what Cisco has to offer for your small business IT needs.
Hybrid work for small business
The future of work is hybrid. Grow with the latest IT solutions that keep your employees and customers connected everywhere.
Explore hybrid work

Dynamo SMB Stories eBook

Explore the technology, perspectives and individuals that drive small and midsize business success.

Small Business Solutions

Your small business is our big priority. Simple solutions help to solve complex IT problems. Cisco Designed helps you strengthen your business today and prepare for tomorrow.

Writing Style

Factual
Historic
Intelligent
Proven
Memorable
Nostalgic

Style Elements

Metaphors
Surprise
Emotive Language
Wordplay
Simplicity
Specificity
Storytelling

Explore Style Elements

Source: Cisco landing page at https://www.cisco.com/c/en/us/solutions/small-business.html
What Is The Sophisticated Writing Style
Definition
With innovative products and services, sophisticated brands convey status and power. They are considered glamorous and pretentious, meant for an exclusive crowd with discerning taste.
Short Sample
Exeter Boots.
Sleek. Sophisticated. With a smidgeon of sass.
Our boots do the walking—and the talking.
Brand Characteristics
  • Exclusive
  • Classic
  • Iconic
  • Prestigious
  • Sophisticated
  • Luxury
  • Refined
  • Signature
  • World-class
  • Legendary
Writing Style
  • Slightly formal tone that imparts air of wisdom
  • Careful word choice
  • Loftier vocabulary than most other online content
  • Extremes: Either extremely long or extremely short sentences and paragraphs
  • Websites may have small library of informative articles but no blogs
  • Intelligent, knowledgeable, well-informed
  • Innovative, cutting-edge, original
  • Exclusive, discerning, for the chosen few
    • Minimalistic, sleek, streamlined
Common Words/Phrases
  • Enable, allow
  • Capabilities
  • Lead, leading, leading-edge
  • Innovative, better
  • Limited, unlimited
  • Range, scope
  • Develop, development
  • Expertise, resources
  • Vision, visionary
  • Impeccable, infallible, ingenious
  • Inspired, inspiration
  • Experience, experiences
  • Highest, deepest, loftiest
  • Human-centered
Sophisticated Writing Style Samples
Cloud computing defined

In simple terms, cloud computing allows you to rent instead of buy your IT. Rather than investing heavily in databases, software, and hardware, companies opt to access their compute power via the internet, or the cloud, and pay for it as they use it. These cloud services now include, but are not limited to, servers, storage, databases, networking, software, analytics, and business intelligence.

Cloud computing provides the speed, scalability, and flexibility that enables businesses to develop, innovate, and support business IT solutions.

Cloud computing basics

When a company chooses to “move to the cloud,” it means that its IT infrastructure is stored offsite, at a data center that is maintained by the cloud computing provider. An industry-leading cloud provider has the responsibility for managing the customer’s IT infrastructure, integrating applications, and developing new capabilities and functionality to keep pace with market demands.

For customers, cloud computing offers more agility, scale, and flexibility. Instead of spending money and resources on legacy IT systems, customers are able to focus on more strategic tasks. Without making a large upfront investment, they can quickly access the computing resources they need—and pay only for what they use.

Writing Style

Intelligent
Innovative
Exclusive
Minimalistic

Style Elements

Metaphors
Surprise
Emotive Language
Wordplay
Simplicity
Specificity
Storytelling

Explore Style Elements

Source: Oracle website at https://www.oracle.com/cloud/what-is-cloud-computing
Gift yourself a better WFH experience.

Work better. At home.

Treat your eyes with better light this year with Gantri, made to bring “home” back into working from home. Whether you’re busy on Zoom or writing your next paper, our beautiful, head-turning designs are sure to transform your daily at-home experiences. See some of our favorite picks to help you work your best

Better lights for better lives.

What do you think?

We all receive a ton of emails every day. So our goal is to create beautiful, useful emails you’ll actually enjoy reading. Let us know what you think below.

Get inspired

Explore how creatives incorporate lighting into their lives and go behind the scene with our leading designers.

Writing Style

Intelligent
Innovative
Exclusive
Minimalistic

Style Elements

Metaphors
Surprise
Emotive Language
Wordplay
Simplicity
Specificity
Storytelling

Explore Style Elements

Source: Gantri; website at https://www.gantri.com/
Wearing a Rolex watch enables entry into a world of unlimited possibilities.

Rolex’s story began when founder Hans Wilsdorf created the first waterproof wristwatch – the Oyster – and developed into a range of timepieces that have become icons of watchmaking. Discover Rolex watches on the wrists of pioneers, artists, athletes and visionaries and journey to the very highest summits and the deepest part of the oceans.

HANS WILSDORF WAS FIRMLY CONVINCED OF A PERSON’S ABILITY TO INNOVATE AND STRIVE FOR EXCELLENCE.

More than 100 years after the creation of the brand, the founder's philosophy is more present than ever, from the manufacturing of the company's watches to its commitments worldwide.

"The opposition I encountered seemed unsuperable."
–Rolex founder Hans Wilsdorf

UNITING EXPERTISE
A VARIETY OF PROFESSIONS

An integrated and independent company, Rolex has manufacturing resources that encompass a wide range of skills and knowledge. Watchmakers, engineers, designers and other specialists work closely together from the design to the manufacturing of the watches. Rolex’s company culture is based above all on human values, which place both expertise and soft skills at the heart of the brand’s different activities.

Writing Style

Intelligent
Innovative
Exclusive
Minimalistic

Style Elements

Metaphors
Surprise
Emotive Language
Wordplay
Simplicity
Specificity
Storytelling

Explore Style Elements

Source: Rolex about watches page https://www.rolex.com/about-rolex-watches/hans-wilsdorf.html
Intel Tweet

We’ve done it. Performance-cores and Efficient-cores together as one. The 12th Gen #IntelCore processor divides so you can conquer.

Rolex Facebook Post

It takes something special to dive into the unknown... a steadfast ally, field-tested by pioneers of the marine world and perfected over the past 70 years. An icon among divers’ watches. The #Submariner. #Rolex #Perpetual

Writing Style

Intelligent
Innovative
Exclusive
Minimalistic

Style Elements

Metaphors
Surprise
Emotive Language
Wordplay
Simplicity
Specificity
Storytelling

Explore Style Elements

Source: Intel Twitter page; Rolex Facebook page
IBM Watson is AI for smarter business

What is Watson?

IBM’s portfolio of business-ready tools, applications and solutions, designed to reduce the costs and hurdles of AI adoption while optimizing outcomes and responsible use of AI.

  • #1 Ranking in IDC’s AI Market for 2020 market share
  • 70% of global banking institutions use Watson
  • 13 of the top 14 systems integrators use Watson
Why Watson

Operationalize AI and transform how work gets done with our proven capabilities and experience with +100 million users.

Trust

Watson advances trust from principle to practice. Transparent processes provide insight into AI-led decisions. We enable data privacy, compliance and security across highly regulated industries, and support an open, diverse ecosystem driving responsible use of AI.

View All
  • IBM’s approach to trustworthy AI
  • Learn about IBM AI Ethics
Watson solutions

Put Watson to work at scale across your business with IBM’s industry-leading portfolio of AI solutions.

World-changing AI, built responsibly

Watson products and solutions are grounded in science, human-centered design, and inclusivity.

Writing Style

Intelligent
Innovative
Exclusive
Minimalistic

Style Elements

Metaphors
Surprise
Emotive Language
Wordplay
Simplicity
Specificity
Storytelling

Explore Style Elements

Source: IBM Watson landing page at https://www.ibm.com/watson
What Is The Rugged Writing Style
Definition
Tough, strong, and masculine, rugged brands encourage consumers to follow in their footsteps of breaking free of the ordinary. They’re bold, brave and often outdoor-oriented.
Short Sample
Exeter Boots is more than a footwear company. We’re an adventure company. And every breath we take, every stitch we make, is geared toward gearing you up for your next great challenge. With high-performance textiles and unrivaled design, our boots are primed to support your every step, jump or plunge along the way.
Brand Characteristics
  • Performance
  • Freedom
  • Possibilities
  • Pursuit
  • Adventure
  • Unrivaled
  • Untamed
  • Determination
  • Terrain
  • Natural world
Writing Style
  • Extreme detail that speaks directly to enthusiasts
  • Targeted to very specific audience
  • Snappy headers and useful info
  • Confident and cavalier
  • Informal with possible touch of humor
  • Websites have press releases and other info, but not many blogs
  • Minimalistic, sleek, streamlined
  • Bold, fearless, daring
  • Brazen, audacious, shameless
  • Powerful, vigorous, capable
  • Strong, able, tough
  • Earthy, grounded, unafraid
Common Words/Phrases
  • High-concept, high-powered, high-octane
  • Adventures, excitement
  • Next level
  • Risk, reward
  • Strong, strength
  • Ultimate, optimum
  • Like no other, unbeatable, unmatched
  • Push boundaries, push the envelope
  • Summit, zenith, peak
  • Bold, brazen, heroic
  • Not afraid to get your hands dirty
  • Evolution, revolution
  • Action, active
  • Freedom, independence
  • Unrestrained, free rein
Rugged Writing Style Samples
ORVIS LAUNCHES HELIOS BLACKOUT COLLECTION FOR FLY ANGLERS LOOKING FOR SPECIALIZED RODS

Industry-leading fly fishing gear company introduces new fly rod collection, hand-built in U.S.A.

MANCHESTER, Vt. (July 28, 2021) — Orvis, the family-owned and operated outdoor retailer that specializes in fly fishing gear, announces the launch of the Helios Blackout Rod collection. The new fly rod collection is hand-built at the Orvis Rod Shop in Manchester, Vermont, and is a high-concept series of premium fly rods that will provide users with scenario-specific equipment that matches an angler’s intended use.

"The research and development team at the Orvis Rod Shop is always curious and looking for ways to push the envelope of fly rod design to create new advantages for the angler," says Shawn Combs, director of product design and development at Orvis. "With the new Helios Blackout models, our team developed new construction techniques to take the existing Helios 3 series to the next level with a focus on specific use-cases.

This is exhibited through three models that are designed for improved line control on big rivers, quick shots from a skiff, and unheard-of nymphing sensitivity without compromising accuracy."

Writing Style

Bold
Brazen
Powerful
Strong

Style Elements

Metaphors
Surprise
Emotive Language
Wordplay
Simplicity
Specificity
Storytelling

Explore Style Elements

Source: Orvis press release from website at https://pressroom.orvis.com/press_releases/orvis-launches-helios-blackout-collection-for-fly-anglers-looking-for-specialized-rods/
Clothing That’s Built to Keep Up

The co-op’s new line of lightweight, breathable apparel is perfect for trail running, hiking and other active adventures–all while being easy on your wallet.

Rainy Days, Meet Your Match

With waterproof, breathable GOR-TEX liners and reliable traction, Salomon Traileter GTX shoes are ready for miles of muddy singletrack.

Warm Head, Warm Hands

Count on REI Co-op beanies and gloves to keep you comfortable when you’re running through the cold days of winter.

What runners eat before they run

A good breakfast in the morning before a run can be just as important as your training. Here’s what top runners eat before they run.

Rent some snowshoes and give it a try

Showshoeing is a great way to cross-train for trail running, hiking and more. Many REI stores even rent snowshoes, making it easy to give it a try.

Writing Style

Bold
Brazen
Powerful
Strong

Style Elements

Metaphors
Surprise
Emotive Language
Wordplay
Simplicity
Specificity
Storytelling

Explore Style Elements

Source: REI email; https://www.rei.com/
DEATH CUPS

THE WORLD’S STRONGEST SINGLE-SERVE COFFEE POD

Death Cups combine the strength and taste of the world’s strongest coffee with the convenience of single serve coffee pods to make your morning routine as easy as ever. Each of our K-cup style coffee pods has double the strength of your average cup of coffee, with a smooth, bold taste to give you the morning boost you need. Just pop it into your K-cup compatible coffee maker, fuel up, and go.

Purchase Options

Create an automatic subscription that automatically ships weekly, bi-weekly, monthly, or bi-monthly and save 20% on each order — eliminate any worry of running out of coffee and become the office hero.

Risk-Free Guarantee

We have a no BS, risk-free guarantee. If this isn't the boldest, strongest coffee you've had, let us know and we’ll make it right.

Writing Style

Bold
Brazen
Powerful
Strong

Style Elements

Metaphors
Surprise
Emotive Language
Wordplay
Simplicity
Specificity
Storytelling

Explore Style Elements

Source: Death Wish Coffee product page at https://www.deathwishcoffee.com/
Jeep Tweet

Upscale design, cutting-edge engineering and uncompromising capability. The all-new 2022 Grand Cherokee. Coming winter 2021.

Harley-Davidson Facebook Post

From Evolution to Revolution. The 2021 Sportster S is the first chapter of a whole new book of the Sportster saga.
Learn more https://bit.ly/2021SportsterS

Writing Style

Bold
Brazen
Powerful
Strong

Style Elements

Metaphors
Surprise
Emotive Language
Wordplay
Simplicity
Specificity
Storytelling

Explore Style Elements

Source: Jeep Twitter page; Harley-Davidson Facebook page
A Harley Tradition

Spending quality garage time together. Find something for every enthusiast on your list.

[Shop Gifts]

Give the Gift of Riding

Make this holiday special. A Riding Academy gift card for a friend or loved one is the gift that keeps on giving – endless miles, adventures, and memories.

[Get Started]

In Pursuit of Adventure

Experience the all-new Pan America adventure touring motorcycle. A Harley-Davidson like no other, it is built to push boundaries and carve paths wherever you can find them.

[Explore Adventure Touring]

View All
2021 Sportster S

A new chapter opens in H-D’s longest running family, powered by the all-new Revolution Max 1250T. To call it the ultimate Sportster is an understatement.

[Check out the Bike]

Men’s Gear & Apparel
Check out the latest in men’s riding gear and apparel.

New Parts & Accessories
Leave a bold, lasting impression when you trick out your ride with New Harley-Davidson Genuine Motor Parts & Accessories.

Women’s Gear & Apparel
Shop the latest styles including riding and casual gear.

Writing Style

Bold
Brazen
Powerful
Strong

Style Elements

Metaphors
Surprise
Emotive Language
Wordplay
Simplicity
Specificity
Storytelling

Explore Style Elements

Source: Harley-Davidson landing page at https://www.harley-davidson.com/us/en/index.html