. bringing our customers to life, e.g., using their first names in our advertising copy,

. emphasising their character as being different, free and slightly off-beat,

. commenting on images using an active, warm and playful tone that is never militant,

. adopting a direct, short, simple narrative style,

. not forbidding the use of questions or negations,

. making our readers smile.

With our new semantic approach, customers are at the heart of the narrative, so we speak of them by:

Our personality

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