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Great post. It seems to me that this tone is symptomatic of businesses loosing confidence in themselves. A company that is happy with it's perception by others wouldn't feel the need to lower its tone.
The example you show from Anglian Water is a step too far. No-one wants their bills talking to them in a 'quirkily' honest way (let alone 'love every drop'). I see Anglian are also guilty of loosing their capital letters. Grrr.
Wackaging and the trouble with copywriting
It’s not exactly new for people to moan about brands and the way they talk to us, but there seems to be a gathering storm right now when it comes to packaging copy in particular. In the last few days, I’ve come across a few notable instances. Firstly, there’s Wackaging, a new tumblr dedicated to...
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Oct 1, 2011
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