Fox Tone of Voice — Bold & Different

Tagline: "We Are Fox"

Industry: Broadcast Television

Sector: Media

How Fox Communicates

Fox ties its network to being the bold, different alternative. "We Are Fox" frames the broadcaster around daring, attention-grabbing entertainment that breaks from the establishment — bold, different, entertaining. The voice is boldly-different and brash, selling television with an edge, positioning Fox as the channel unafraid to be loud, provocative, and unlike the more buttoned-up traditional networks.

Tone Words

Fox's brand voice is defined by the following tone words: Bold, Different, Entertainment.

Communication Style

Language Style: Boldly-different
Sentence Type: Statement
Tense: Present
Expression: Straightforward

Fox Brand Story

Fox Broadcasting disrupted television's Big Three dominance when it launched in 1986, building an identity on edgier, younger-skewing content. The Simpsons, which has run for over 35 years, remains Fox's defining cultural contribution. Fox Sports, including NFL and World Series coverage, drives significant ratings. After selling entertainment assets to Disney, Fox Corporation refocused on news and sports programming. Fox News Channel dominates cable news ratings while the broadcast network continues attracting audiences with animation and reality programming.

Brand Message

Television that dares to be different

Brand Mission

To provide distinctive content that engages and entertains diverse audiences

Brand Positioning

Core Concept: Bold alternative

Central Tension: Disruption vs. Mainstream

About Fox

Fox Kids (originally known as Fox Children's Network and later as the Fox Kids Network; stylized in all caps) was an American children's programming block and branding for a slate of international children's television channels. Originally a joint venture between News Corporation and their Fox affiliated stations, they were later partnered with Saban Entertainment under the Fox Family Worldwide joint venture. The Fox Kids brand originated on a programming block that launched on the Fox network from September 8, 1990 to September 7, 2002. The block aired on Saturday mornings throughout its existence (Sunday mornings in Canada), with an additional lineup on Monday through Friday afternoons airing until January 2002. Fox Kids is the only form of daytime television programming, outside of sports, aired by the Fox network to date. Following then-Fox parent News Corporation's sale of Fox Kids Worldwide to The Walt Disney Company in July 2001, Fox put the remaining Saturday morning timeslot up for bidding, with 4Kids Entertainment winning and securing the rights to program that period. The Fox Kids block continued to air until September 7, 2002, and was replaced the following week (on September...

Frequently Asked Questions About Fox

What is Fox's tone of voice?

Fox uses a bold, different, entertainment tone of voice. Their communication is boldly-different, typically using statement-style sentences in the present tense. Their tagline "We Are Fox" exemplifies this voice.

How does Fox communicate with customers?

What is Fox's brand message?

Fox's core message: Television that dares to be different Their mission: To provide distinctive content that engages and entertains diverse audiences

What is Fox's slogan?

Fox's slogan is "We Are Fox". It carries their bold, different, entertainment voice.

What is Fox's mission?

Fox's mission: To provide distinctive content that engages and entertains diverse audiences

What makes Fox's brand voice unique?

Fox stands out through their bold, different, entertainment communication style. Their central brand tension, "Disruption vs. Mainstream", shapes how they communicate across the Media sector.

What language style does Fox use?

Fox uses boldly-different language, with straightforward messaging, in statement-style sentences, using the present tense.