On Tone of Voice — Innovative & Swiss

Tagline: "Run on Clouds"

Industry: Footwear

Sector: Sports & Fitness

How On Communicates

On communicates with a innovative, swiss and performance voice using premium, innovative, and swiss-engineered language. Their sentences are primarily commands in the present tense. Their messaging is figurative. Their tagline, "Run on Clouds", captures this voice. The central tension in On's communication is cushioning vs. speed, which shapes every message they craft. Their mission is to igniting the human spirit through movement.

Tone Words

On's brand voice is defined by the following tone words: Innovative, Swiss, Performance.

Communication Style

  • Language Style: Premium, innovative, and Swiss-engineered
  • Sentence Type: Command
  • Tense: Present
  • Expression: Figurative

On Brand Story

On Running brought Swiss engineering precision to running shoes with their patented CloudTec technology. The distinctive pods on the outsole provide cushioned landings and explosive takeoffs, creating a unique running sensation. Roger Federer's investment and collaboration brought mainstream awareness, while the brand's rapid growth challenged established running brands. IPO on NYSE made On one of the fastest-growing sportswear companies globally.

Brand Message

Swiss engineering for running

Brand Mission

Igniting the human spirit through movement

Brand Positioning

Core Concept: Cloud cushioning technology

Central Tension: Cushioning vs. Speed

Frequently Asked Questions About On

What is On's tone of voice?

On uses a innovative, swiss, performance tone of voice. Their communication is premium, innovative, and swiss-engineered, typically using command-style sentences in the present tense. Their tagline "Run on Clouds" exemplifies this voice.

How does On communicate with customers?

On Running brought Swiss engineering precision to running shoes with their patented CloudTec technology. The distinctive pods on the outsole provide cushioned landings and explosive takeoffs, creating a unique running sensation. Roger Federer's investment and collaboration brought mainstream awareness, while the brand's rapid growth challenged established running brands. IPO on NYSE made On one of the fastest-growing sportswear companies globally.

What is On's brand message?

On's core message: Swiss engineering for running Their mission: Igniting the human spirit through movement

What is On's slogan?

On's slogan is "Run on Clouds". It carries their innovative, swiss, performance voice.

What is On's mission?

On's mission: Igniting the human spirit through movement

What makes On's brand voice unique?

On stands out through their innovative, swiss, performance communication style. Their central brand tension, "Cushioning vs. Speed", shapes how they communicate across the Sports & Fitness sector.

What language style does On use?

On uses premium, innovative, and swiss-engineered language, with figurative messaging, in command-style sentences, using the present tense.

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