BFF Tone of Voice

2025-04-30

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In this episode of The Two Marketeers podcast, Lindsay and Sean come for the brands that all sound like they share the same group chat. You know the ones: cheeky, chummy, and desperate to be your bestie — whether they’re slinging soap or selling mortgages. Inspired by a spicy viral post from strategist Joe Burns, they’re unpacking the epidemic of copy-paste quirkiness that’s taken over brand comms. When every brand tries to be “fun,” is anyone actually saying anything? Why are billion-dollar companies t...

In this episode of The Two Marketeers podcast, Lindsay and Sean come for the brands that all sound like they share the same group chat. You know the ones: cheeky, chummy, and desperate to be your bestie — whether they’re slinging soap or selling mortgages. Inspired by a spicy viral post from strategist Joe Burns, they’re unpacking the epidemic of copy-paste quirkiness that’s taken over brand comms.

When every brand tries to be “fun,” is anyone actually saying anything? Why are billion-dollar companies talking like your meme-loving roommate — and more importantly, is it working?

Listen up as The Two Marketeers break down how this bland brand voice trend took over, what’s driving it, and how to stop your brand from sounding like everyone else at the party.

Expect hot takes, agency confessions, and no holding back as they call out the difference between authentic and just… algorithm-friendly.

Grab your AirPods. This one gets juicy.

For reference:
Joe Burns > Linkedin: Your Cool Friend™ https://www.linkedin.com/feed/update/urn:li:activity:7297588935617138689/

Sonder & Tell > Bestie, can we chat xoxo

https://sonderandtell.substack.com/p/bestie-can-we-chat-xoxo?utm_medium=web

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