TL;DR: Customers will tell you with their words what their current needs and motivations are. Your brand’s message, voice and personality should me...
As a top advertiser, I know the best ads come from testimonies and user-generated content.
Many years ago, I developed a process in my masters that uses a scientific, data-based approach for developing brand voice using only the voice of the customer.
Since then, I’ve used this process with Fortune 500 companies, universities across the states, TED, Sony, and countless eComm and lead generation brands.