How do you find the voice of a “big brand”?

Ever since I started studying marketing, one of my favorite subsections was grocery marketing.

I find it fascinating how we buy more stuff if we move counterclockwise through the store, that Coke passed Pepsi in sales by changing the shape of its bottle, or why milk is always in the back corner of the store.

So when I decided to tackle a huge question on voice, I decided to go to marketing central, my local grocery store for the answer.

How do you learn voice if there’s not a single person leading the company?

For more on voice, download my book “What They Hear When You Write.”