Gastón Tourn Opinion Contributor Gastón Tourn is CMO of Appear Here, named one of Wired Magazine's 100 Hottest Startups and The Financial Times' most disruptive companies. He was previously with Google for five years working across several international markets. Voice It’s Time to Come to Terms With Online Life Falling Short of Our Real-Life Expectations Nothing is more tragic than watching one of your friends singing Happy Birthday on mute. Voice Repetition Isn’t Authentic or Consistent—It’s Annoying Consistency is essential to avoid confusing people, but most brands get consistency wrong and think it means repetition. Voice 5 Tips Marketers Can Glean From Hemingway to Improve Their Storytelling Strategy Because sometimes a brand's attempt at crafting a compelling story falls short.