Simmons Tone of Voice — Classic & Rejuvenating

Tagline: "Sleep Better Start Here"

Industry: Bedding

Sector: Consumer Goods

How Simmons Communicates

Simmons ties mattresses to classic, rejuvenating sleep. "Sleep Better, Start Here" frames the heritage brand — maker of Beautyrest — around a long tradition of restful, quality mattresses — classic, rejuvenating, trusted. The voice is heritage-mattress and steady, selling the reassurance of a storied name in sleep, positioning Simmons around decades of mattress craftsmanship and the simple promise that better, more refreshing sleep starts with the right, well-made bed.

Tone Words

Simmons's brand voice is defined by the following tone words: Classic, Rejuvenating.

Communication Style

Language Style: Heritage-mattress
Sentence Type: Command
Tense: Present
Expression: Imaginative

Simmons Brand Story

Simmons invented the pocketed coil spring. The Beautyrest brand carries over a century of sleep innovation.

Brand Message

The heritage of better sleep

Brand Mission

Deliver rejuvenating sleep

Brand Positioning

Core Concept: Beautyrest Heritage

Central Tension: Old vs. Proven

About Simmons

Russell Wendell Simmons (born October 4, 1957) is an American entrepreneur, writer and record executive. He co-founded the hip-hop label Def Jam Recordings, and created the clothing fashion lines Phat Farm, Argyleculture, and Tantris. He has promoted veganism and a yoga lifestyle, and published books on lifestyle, health, and entrepreneurship. Simmons' net worth was estimated at $340 million in 2011. After producing or managing artists such as Kurtis Blow, Run DMC, Whodini, and Jimmy Spicer, Simmons joined forces with producer Rick Rubin to found Def Jam Recordings. Under Simmons' leadership as chairman, Def Jam signed acts including Beastie Boys, Public Enemy, LL Cool J, Jay-Z, DMX, and Kanye West. From 1992 to 1997, he also produced the Def Comedy Jam television program. In 2017, Simmons was publicly accused of sexual assault by multiple women; he denied the allegations. Following these allegations, Simmons stepped down from his various business roles and charities, including his position at Def Jam.

Frequently Asked Questions About Simmons

What is Simmons's tone of voice?

Simmons uses a classic, rejuvenating tone of voice. Their communication is heritage-mattress, typically using command-style sentences in the present tense. Their tagline "Sleep Better Start Here" exemplifies this voice.

How does Simmons communicate with customers?

Simmons invented the pocketed coil spring. The Beautyrest brand carries over a century of sleep innovation.

What is Simmons's brand message?

Simmons's core message: The heritage of better sleep Their mission: Deliver rejuvenating sleep

What is Simmons's slogan?

Simmons's slogan is "Sleep Better Start Here". It carries their classic, rejuvenating voice.

What is Simmons's mission?

Simmons's mission: Deliver rejuvenating sleep

What makes Simmons's brand voice unique?

Simmons stands out through their classic, rejuvenating communication style. Their central brand tension, "Old vs. Proven", shapes how they communicate across the Consumer Goods sector.

What language style does Simmons use?

Simmons uses heritage-mattress language, with imaginative messaging, in command-style sentences, using the present tense.