Citigroup vs Costco: Tone of Voice Compared
A side-by-side comparison of how Citigroup and Costco communicate — tone words, language style, sentence structure, and taglines.
Voice comparison
| Dimension | Citigroup | Costco |
|---|---|---|
| Tone words | Reliable, Global | Ethical, Reliable |
| Language style | Declarative | Imperative |
| Sentence type | Statement | Command |
| Tense | Present | Present |
| Expression | Literal | Literal |
| Tagline | "Citi never sleeps" | "Do the right thing" |
What Citigroup and Costco share
Both brands use a reliable tone.
Where they differ
Citigroup leans global. Costco leans ethical.
Frequently Asked Questions
How is Citigroup's tone of voice different from Costco's?
Citigroup uses a reliable, global tone with declarative language, while Costco uses a ethical, reliable tone with imperative language. They share the tone word Reliable.
What is Citigroup's tagline and what is Costco's tagline?
Citigroup's tagline is "Citi never sleeps". Costco's tagline is "Do the right thing".