A lot of what makes a brand stand out is the tone of voice used.  It’s integral to the brand personality and says a lot about the company.

Here’s the wonderful Innocent with “Stop looking at my bottom” written on the bottom of their cartons.

And Google with a “Stats for nerds” hyperlink

.

Tesco Mobile took this the next level and ran riot on Twitter late last year, creating a lot of publicity and making friends along the way (Yorkshire tea, Jaffa Cakes, Cadbury…).  #wishihaddonethis