NB: This extract from Ken Clarke's revised Tone of Voice Guidelines found its way into my inbox. I pass it on without comment.
Until now, the Kenneth Clarke verbal brand (‘Ken’) has been defined under the strategic banner of Blokeish CharmTM.
This positioning has proved very effective over the years. However, it has recently been noted that this Tone of Voice does not sufficiently ‘flex’ to cover all circumstances, particularly when discussing issues such as serious crimes and prison sentencing.
As a result, we have developed a new positioning that more fully reflects Ken as he is today and aspires to be in future.
Please note this is an evolution rather than a revolution and should be thought of as a subtle shift in the continuing journey of the Ken brand.
We define the new positioning as:
Apologetic Tactful HumilityTM
The new Ken, henceforth referred to more formally as Kenneth Clarke, is characterised by hyper-sensitivity and tact, to an extent that could be construed as 'embarrassing' and 'laughable'.
We have mapped out the new positioning using this illustrative Language LandscapeTM:
Please note this new brand positioning is to be brought forward immediately – and certainly in time for Question Time tonight.