du Tone of Voice — Modern & Youthful
Tagline: "Live Extraordinary"
Industry: Communication
Sector: Technology
How du Communicates
du ties telecom in the UAE to a bigger, brighter everyday. "Live Extraordinary" frames connectivity as the gateway to richer experiences and modern living — youthful, dynamic, upbeat. The voice is extraordinary-minded and energetic, selling the network as the key to a life that is more than ordinary.
Tone Words
du's brand voice is defined by the following tone words: Modern, Youthful, Accessible, Dynamic.
Communication Style
- Language Style: Extraordinary-minded
- Sentence Type: Command
- Tense: Command
- Expression: Straightforward
du Brand Story
du is the UAE's second telecommunications operator, launched in 2007 to bring competition and innovation to the market. With a focus on youth and modernity, du has positioned itself as the challenger brand offering cutting-edge services at competitive prices. The brand emphasizes lifestyle, entertainment, and digital experiences.
Brand Message
Making extraordinary experiences accessible through innovative telecom services
Brand Mission
To deliver extraordinary experiences to our customers
Brand Positioning
Core Concept: Extraordinary Connectivity
Central Tension: Premium vs. Accessible
About du
Cordura is a brand of synthetic fiber-based fabrics used in products such as luggage, backpacks, trousers, military wear, and performance apparel. Cordura was developed and trademarked by E.I. du Pont de Nemours and Company (DuPont) in 1929; it is currently owned by Invista, a subsidiary of Koch Industries.
Frequently Asked Questions About du
What is du's tone of voice?
du uses a modern, youthful, accessible tone of voice. Their communication is extraordinary-minded, typically using command-style sentences in the command tense. Their tagline "Live Extraordinary" exemplifies this voice.
How does du communicate with customers?
du is the UAE's second telecommunications operator, launched in 2007 to bring competition and innovation to the market. With a focus on youth and modernity, du has positioned itself as the challenger brand offering cutting-edge services at competitive prices. The brand emphasizes lifestyle, entertainment, and digital experiences.
What is du's brand message?
du's core message: Making extraordinary experiences accessible through innovative telecom services Their mission: To deliver extraordinary experiences to our customers
What is du's slogan?
du's slogan is "Live Extraordinary". It carries their modern, youthful, accessible voice.
What is du's mission?
du's mission: To deliver extraordinary experiences to our customers
What makes du's brand voice unique?
du stands out through their modern, youthful, accessible communication style. Their central brand tension, "Premium vs. Accessible", shapes how they communicate across the Technology sector.
What language style does du use?
du uses extraordinary-minded language, with straightforward messaging, in command-style sentences, using the command tense.
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