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.
In short
Costco (Retail) and ExxonMobil (Energy) play in different arenas — and it shows in how they speak. Costco sounds ethical, reliable, writing in commanding language, while ExxonMobil sounds powerful, enduring, writing in assertive language. They share no tone words at all. Costco's tagline, "Do the right thing", captures its voice; ExxonMobil answers with "Energy lives here".
Voice comparison
| Dimension | Costco | ExxonMobil |
|---|---|---|
| Tone words | Ethical, Reliable | Powerful, Enduring |
| Language style | Commanding | Assertive |
| Sentence type | Command | Statement |
| Tense | Present | Present |
| Expression | Straightforward | Imaginative |
| 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.
Positioning & strategy
| Dimension | Costco | ExxonMobil |
|---|---|---|
| Brand message | Deliver value while doing right by people | Energy for human progress |
| Mission | Continually provide members with quality goods at the lowest possible prices | Power the world responsibly and efficiently |
| Core concept | Business with Integrity | Energy Continuity |
| Core tension | Profit vs. Ethics | Sustainability vs. Consumption |
Frequently Asked Questions
How is Costco's tone of voice different from ExxonMobil's?
Costco uses an ethical, reliable tone with commanding language, while ExxonMobil uses a powerful, enduring tone with assertive 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".
Do Costco and ExxonMobil target the same market?
Not directly — Costco operates in Retail while ExxonMobil operates in Energy.
Is Costco or ExxonMobil more figurative in its messaging?
Costco's messaging is straightforward, while ExxonMobil's is imaginative.