The concept of voice is again very present in the manifesto. The relevant issues raised are: who speaks, how can companies talk effectively?
Communication, as stated in chapter 3, has gone through a tremendous change. Now companies can communicate with their employees, clients, or other branches via email, instant messges, newsgroups, newsletters etc. The example offered in chapter 3 about the employees trying to find out if his car dealer was charging him too much clearly proves that now communications are faster, and less demanding. The employee got answers from his questions within a day.
Having a voice is not enough for companies, it has to be authentic. I agree that companies’ voices can be heard on their website, and not solely because it has to be there. Voices are a patent way for companies to advertise themselves. Each company has its own voice and this is what defines it and makes it unique (from what I understood), e.g. Volkswagen, and what will probably define it for a long time. So basically companies have to advertise themselves through a true voice to buid consumer’s trust.
The cluetrain manifesto was written by several different authors, but they all actually seem to have the same voice. While I agree with almost everything stated in these three chapters, I would say that the authors all seemed to eager to predict the end or failure of a lot of concepts (marketing). But I would say that things are not necessarily failed just yet but just evolving. The book was written several years ago, and it’s interesting to get to see things happening.


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