Costco vs JBS: Tone of Voice Compared

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

In short

Costco (Retail) and JBS (Food & Beverage) play in different arenas — and it shows in how they speak. Costco sounds ethical, reliable, writing in commanding language, while JBS sounds global, quality, scale, writing in quality-focused and global language. They share no tone words at all. Costco's tagline, "Do the right thing", captures its voice; JBS answers with "Making the Best Better".

Voice comparison

DimensionCostcoJBS
Tone wordsEthical, ReliableGlobal, Quality, Scale
Language styleCommandingQuality-focused and global
Sentence typeCommandStatement
TensePresentPresent
ExpressionStraightforwardImaginative
Tagline"Do the right thing""Making the Best Better"

What Costco and JBS share

Costco and JBS share no tone words.

Where they differ

Costco leans ethical, reliable. JBS leans global, quality, scale.

Positioning & strategy

DimensionCostcoJBS
Brand messageDeliver value while doing right by peopleWorld-class protein production
MissionContinually provide members with quality goods at the lowest possible pricesTo be the best in what we set out to do
Core conceptBusiness with IntegrityContinuous improvement
Core tensionProfit vs. EthicsScale vs. Sustainability

Frequently Asked Questions

How is Costco's tone of voice different from JBS's?

Costco uses an ethical, reliable tone with commanding language, while JBS uses a global, quality, scale tone with quality-focused and global language. They share no tone words.

What is Costco's tagline and what is JBS's tagline?

Costco's tagline is "Do the right thing". JBS's tagline is "Making the Best Better".

Do Costco and JBS target the same market?

Not directly — Costco operates in Retail while JBS operates in Food & Beverage.

Is Costco or JBS more figurative in its messaging?

Costco's messaging is straightforward, while JBS's is imaginative.

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