Macy's vs REI: Tone of Voice Compared

A side-by-side comparison of how Macy's and REI communicate — tone words, language style, sentence structure, and taglines.

In short

Macy's and REI both compete in E-commerce, but they don't sound alike. Macy's sounds aspirational, american, writing in aspirational language, while REI sounds adventurous, community, writing in adventurous language. They share no tone words at all. Macy's's tagline, "Believe", captures its voice; REI answers with "A Life Outdoors Is a Life Well Lived".

Voice comparison

DimensionMacy'sREI
Tone wordsAspirational, AmericanAdventurous, Community
Language styleAspirationalAdventurous
Sentence typeCommandStatement
TensePresentPresent
ExpressionImaginativeImaginative
Tagline"Believe""A Life Outdoors Is a Life Well Lived"

What Macy's and REI share

Macy's and REI share no tone words. Both compete in the E-commerce sector.

Where they differ

Macy's leans aspirational, american. REI leans adventurous, community.

Positioning & strategy

DimensionMacy'sREI
Brand messageThe magic of department store shopping, reimaginedQuality gear and expertise to fuel outdoor adventures
MissionBe the preferred shopping destination for our customersInspire, educate, and outfit for a lifetime of outdoor adventure and stewardship
Core conceptMagic of ShoppingOutdoor Living
Core tensionOrdinary vs. MagicalIndoor vs. Outdoor

Frequently Asked Questions

How is Macy's's tone of voice different from REI's?

Macy's uses an aspirational, american tone with aspirational language, while REI uses an adventurous, community tone with adventurous language. They share no tone words.

What is Macy's's tagline and what is REI's tagline?

Macy's's tagline is "Believe". REI's tagline is "A Life Outdoors Is a Life Well Lived".

Do Macy's and REI target the same market?

Yes — both Macy's and REI compete in the E-commerce sector, though Macy's focuses on department store and REI on outdoor retail / co-op.

Is Macy's or REI more figurative in its messaging?

Both lean imaginative — Macy's and REI each express themselves in a imaginative way.

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