AstraZeneca Tone of Voice — Scientific & Innovative

Tagline: "What science can do"

Industry: Pharmaceuticals

Sector: Healthcare

How AstraZeneca Communicates

AstraZeneca ties itself to the power of science to change lives. "What science can do" frames the company around pushing the boundaries of what medicine is capable of — scientific, innovative, hopeful. The voice is science-possibility and confident, selling research as a demonstration of just how far human science can go in tackling serious disease.

Tone Words

AstraZeneca's brand voice is defined by the following tone words: Scientific, Innovative, Life-Changing.

Communication Style

Language Style: Science-possibility
Sentence Type: Question
Tense: Present
Expression: Imaginative

AstraZeneca Brand Story

AstraZeneca is a global biopharmaceutical company known for its work in oncology and vaccines.

Brand Message

Pushing the boundaries of science to deliver life-changing medicines

Brand Mission

To push the boundaries of science to deliver life-changing medicines

Brand Positioning

Core Concept: Science Possibility

Central Tension: Research vs. Urgency

About AstraZeneca

AstraZeneca plc () (AZ) is a Swedish-British multinational pharmaceutical and biotechnology company with its headquarters at the Cambridge Biomedical Campus in Cambridge, UK. It has a portfolio of products for major diseases in areas including oncology, cardiovascular, gastrointestinal, infection, neuroscience, respiratory, and inflammation. The company was founded in 1999 through the merger of the Swedish Astra AB and the British Zeneca Group (itself formed by the demerger of the pharmaceutical operations of Imperial Chemical Industries in 1993). Zeneca shareholders received 53.5% of the shares, while Astra shareholders received the remaining 46.5%. Its portfolio includes primary and speciality care, coverage for rare diseases, and a robust global presence across various regions. Since the merger it has been among the world's largest pharmaceutical companies and has made numerous corporate acquisitions, including Cambridge Antibody Technology (in 2006), MedImmune (in 2007), Spirogen (in 2013) and Definiens (by MedImmune in 2014). It has its research and development concentrated in three strategic centres: Cambridge, UK; Gothenburg, Sweden; and Gaithersburg, Maryland, US. AstraZeneca...

Frequently Asked Questions About AstraZeneca

What is AstraZeneca's tone of voice?

AstraZeneca uses a scientific, innovative, life-changing tone of voice. Their communication is science-possibility, typically using question-style sentences in the present tense. Their tagline "What science can do" exemplifies this voice.

How does AstraZeneca communicate with customers?

AstraZeneca is a global biopharmaceutical company known for its work in oncology and vaccines.

What is AstraZeneca's brand message?

AstraZeneca's core message: Pushing the boundaries of science to deliver life-changing medicines Their mission: To push the boundaries of science to deliver life-changing medicines

What is AstraZeneca's slogan?

AstraZeneca's slogan is "What science can do". It carries their scientific, innovative, life-changing voice.

What is AstraZeneca's mission?

AstraZeneca's mission: To push the boundaries of science to deliver life-changing medicines

What makes AstraZeneca's brand voice unique?

AstraZeneca stands out through their scientific, innovative, life-changing communication style. Their central brand tension, "Research vs. Urgency", shapes how they communicate across the Healthcare sector.

What language style does AstraZeneca use?

AstraZeneca uses science-possibility language, with imaginative messaging, in question-style sentences, using the present tense.