JBS vs Sony: Tone of Voice Compared

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

In short

JBS (Food & Beverage) and Sony (Technology) play in different arenas — and it shows in how they speak. JBS sounds global, quality, scale, writing in quality-focused and global language, while Sony sounds creative, premium, entertainment, writing in emotional language. They share no tone words at all. JBS's tagline, "Making the Best Better", captures its voice; Sony answers with "Be Moved".

Voice comparison

DimensionJBSSony
Tone wordsGlobal, Quality, ScaleCreative, Premium, Entertainment
Language styleQuality-focused and globalEmotional
Sentence typeStatementCommand
TensePresentPresent
ExpressionImaginativeImaginative
Tagline"Making the Best Better""Be Moved"

What JBS and Sony share

JBS and Sony share no tone words.

Where they differ

JBS leans global, quality, scale. Sony leans creative, premium, entertainment.

Positioning & strategy

DimensionJBSSony
Brand messageWorld-class protein productionTechnology that moves you through entertainment and creativity
MissionTo be the best in what we set out to doFill the world with emotion through the power of creativity and technology
Core conceptContinuous improvementEmotional Experience
Core tensionScale vs. SustainabilityFunction vs. Emotion

Frequently Asked Questions

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

JBS uses a global, quality, scale tone with quality-focused and global language, while Sony uses a creative, premium, entertainment tone with emotional language. They share no tone words.

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

JBS's tagline is "Making the Best Better". Sony's tagline is "Be Moved".

Do JBS and Sony target the same market?

Not directly — JBS operates in Food & Beverage while Sony operates in Technology.

Is JBS or Sony more figurative in its messaging?

Both lean imaginative — JBS and Sony each express themselves in a imaginative way.

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