Power Point: Check your voice

August 13, 2008, 11:05 PM UTC
Fortune

“If you’re not taking time to get a check up on your voice as often as you get your paycheck, you run the risk of not having either.”

– John Hayes, Chief Marketing Officer at American Express , passes on this advice in a new Postcards Guest Post. Hayes’ message is that to keep a brand relevant, marketers must listen to consumers’ ongoing conversation and adjust the “voice” of the brand accordingly.