AT&T vs Costco: Tone of Voice Compared

A side-by-side comparison of how AT&T and Costco communicate — tone words, language style, sentence structure, and taglines.

In short

AT&T (Technology) and Costco (Retail) play in different arenas — and it shows in how they speak. AT&T sounds casual, confident, writing in assertive language, while Costco sounds ethical, reliable, writing in commanding language. They share no tone words at all. AT&T's tagline, "More for your thing. That’s our thing.", captures its voice; Costco answers with "Do the right thing".

Voice comparison

DimensionAT&TCostco
Tone wordsCasual, ConfidentEthical, Reliable
Language styleAssertiveCommanding
Sentence typeStatementCommand
TensePresentPresent
ExpressionStraightforwardStraightforward
Tagline"More for your thing. That’s our thing.""Do the right thing"

What AT&T and Costco share

AT&T and Costco share no tone words.

Where they differ

AT&T leans casual, confident. Costco leans ethical, reliable.

Positioning & strategy

DimensionAT&TCostco
Brand messageMake tech personalDeliver value while doing right by people
MissionKeep customers connected and satisfiedContinually provide members with quality goods at the lowest possible prices
Core conceptEveryday TechBusiness with Integrity
Core tensionMass Appeal vs. PersonalityProfit vs. Ethics

Frequently Asked Questions

How is AT&T's tone of voice different from Costco's?

AT&T uses a casual, confident tone with assertive language, while Costco uses an ethical, reliable tone with commanding language. They share no tone words.

What is AT&T's tagline and what is Costco's tagline?

AT&T's tagline is "More for your thing. That’s our thing.". Costco's tagline is "Do the right thing".

Do AT&T and Costco target the same market?

Not directly — AT&T operates in Technology while Costco operates in Retail.

Is AT&T or Costco more figurative in its messaging?

Both lean straightforward — AT&T and Costco each express themselves in a straightforward way.

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