OUR BRAND Tone of Voice OUR BRAND - TONE OF VOICE 7 When we communicate with consumers, we will always talk about how our products help people. We want to make our technology understandable and accessible, but we’ll never talk down to the consumer. We make it simple by talking on a smart level that’s empathetic and understands them and their life. Sometimes we have exciting topics – like TVs and sponsorships – but we make more functional aspects interesting and relevant to the consumer too, for example talking about a 9kg washing machine in terms of how many loads it could save the user. We don’t say: This is everything this product has. We do say: Here are the ways this product can help you in your life. “Too much detergent can result in excess foam formation, reducing washing performance. Smart Foam Control automatically detects if there is too much foam in the machine and reduces it, improving the wash quality and making clothes kinder on your skin.” “See more colours on screen than ever before. The ultra wide colour gamut of ULED boasts over 1 billion colours, and more colours means breathtakingly vivid, true-to- life images that look exactly as the director intended.” Examples