9 | Brand System Guidelines | September 2019
Writing Principles / Examples of Voice in Application
High-Level Marketing Message Examples
Before
After
Notes
Corporate Innovation
Message
Milliken is widely acknowledged as an
international leader in research, technology,
innovation, and customer service.
Visionary ideas have the power to reshape
the world. And the best ideas take form when
we challenge ourselves to go outside our
comfort zone.
Confident, inspiring, and
sometimes bold phrases raise
the altitude of our messages.
Chemical All-Up Message
We connect and combine our scientific,
technical, and creative insights to enhance the
things that people use, enjoy, and encounter
in their normal daily lives.
At Milliken we have a vision for a brighter,
more sustainable future. We innovate
chemicals that do more than just perform
to higher standards – they inspire people.
Make messages more authentic
that show our drive to benefit
people and the planet.
Floor Coverings Recycling
Message
Diverting carpet from landfill is good for the
environment, good for the economy, and good
for humanity. Here’s how we prevent your
carpet from going into landfills, following all
Carpet America Recovery Effort guidelines.
At Milliken, we’re committed to creating
a healthier future for everyone on the planet.
That’s why we invest in innovative ways
to keep carpet out of landfills. We continually
challenge ourselves to make a positive
contribution to the health of our planet today
and for generations to come.
Add an inspiring introduction
to a message to change
the tone of communications.
1 / Brand Voice