The Otto Group writes as a group of companies, not as a shop. It speaks about itself in the third person in reports and press releases („die Otto Group"), uses „wir" for values, culture and the about pages, and addresses readers formally.
Rules
- „die Otto Group" in reports and press, „wir" for values and culture; readers are addressed with „Sie".
- „Otto Group" with two capitals in running text; the logo alone is lowercase.
- Gender-inclusive with the star (Mitarbeiter*innen) or neutral participles (Mitarbeitende).
- Facts before adjectives: figures with base and period, sources named.
- Keep the senders apart: OTTO results are „OTTO" or „die E-Commerce-Plattform OTTO", never „die Otto Group verkauft".
In their own words
„Seit Jahrzehnten ist die Otto Group davon überzeugt, dass die Wirtschaft für den Menschen da ist, nicht umgekehrt." ottogroup.com, Werte
„Die Vision ‚Responsible Commerce that inspires' definiert die Leitplanken für die Otto Group." ottogroup.com, Strategie
More examples and the OTTO comparison: Tone of voice.