Air Products vs American Water: Tone of Voice Compared

A side-by-side comparison of how Air Products and American Water communicate — tone words, language style, sentence structure, and taglines.

In short

Air Products and American Water both compete in Industrial, but they don't sound alike. Air Products sounds purpose, results, higher, writing in aspirational language, while American Water sounds clean, water, life, writing in essential language. They share no tone words at all. Air Products's tagline, "Higher Purpose. Greater Results.", captures its voice; American Water answers with "Clean Water for Life".

Voice comparison

DimensionAir ProductsAmerican Water
Tone wordsPurpose, Results, HigherClean, Water, Life
Language styleAspirationalEssential
Sentence typeStatementStatement
TensePresentPresent
ExpressionImaginativeStraightforward
Tagline"Higher Purpose. Greater Results.""Clean Water for Life"

What Air Products and American Water share

Air Products and American Water share no tone words. Both compete in the Industrial sector.

Where they differ

Air Products leans purpose, results, higher. American Water leans clean, water, life.

Positioning & strategy

DimensionAir ProductsAmerican Water
Brand messageIndustrial gas solutionsAmericas largest water utility
MissionTo bring people together to reimagine whats possibleTo provide clean water and be the trusted partner for all communities
Core conceptPurpose and resultsClean water
Core tensionOrdinary vs. GreaterDirty vs. Clean

Frequently Asked Questions

How is Air Products's tone of voice different from American Water's?

Air Products uses a purpose, results, higher tone with aspirational language, while American Water uses a clean, water, life tone with essential language. They share no tone words.

What is Air Products's tagline and what is American Water's tagline?

Air Products's tagline is "Higher Purpose. Greater Results.". American Water's tagline is "Clean Water for Life".

Do Air Products and American Water target the same market?

Yes — both Air Products and American Water compete in the Industrial sector, though Air Products focuses on industrial gases and American Water on water utilities.

Is Air Products or American Water more figurative in its messaging?

Air Products's messaging is imaginative, while American Water's is straightforward.

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