"Writing To Build Brand Voice," by Joan H. Walker, Senior Vice President of Corporate Communications for Ameritech.

Branding is an integrated function, says Ameritech communications executive Joan Walker. In this article, Ms. Walker recounts how her company searched to find its true "brand voice" and then, once discovering it, worked assiduously to ensure that key constituencies also clearly understood what Ameritech stands for.

To obtain a reprint of this article, please contact Kevin Lynch at klynch@hlbcomm.com.