Costco vs ExxonMobil: Tone of Voice Compared
A side-by-side comparison of how Costco and ExxonMobil communicate — tone words, language style, sentence structure, and taglines.
Voice comparison
| Dimension | Costco | ExxonMobil |
|---|---|---|
| Tone words | Ethical, Reliable | Powerful, Enduring |
| Language style | Imperative | Declarative |
| Sentence type | Command | Statement |
| Tense | Present | Present |
| Expression | Literal | Figurative |
| Tagline | "Do the right thing" | "Energy lives here" |
What Costco and ExxonMobil share
Costco and ExxonMobil share no tone words.
Where they differ
Costco leans ethical, reliable. ExxonMobil leans powerful, enduring.
Frequently Asked Questions
How is Costco's tone of voice different from ExxonMobil's?
Costco uses a ethical, reliable tone with imperative language, while ExxonMobil uses a powerful, enduring tone with declarative language. They share no tone words.
What is Costco's tagline and what is ExxonMobil's tagline?
Costco's tagline is "Do the right thing". ExxonMobil's tagline is "Energy lives here".