There are voices that follow us all our lives. In Austria, for example, everyone rides the train with Chris Lohner because her voice is the voice of the stops and end stations first recorded in 1979. Or, if you always turn the evening news on at the same time, you might recognize the newsreader without even looking, just by the sound of the welcome. One way or another: Voices create emotions, including a sense of familiarity, and sometimes even annoyance if someone is speaking that one would prefer remain silent. In times of complete digitalisation, voices can communicate a closeness that otherwise gets lost between zeros and ones. They can give a company an identity that adds to its brand image. The way BILLA did, for instance, with its ads involving the personification of their clients’ “common sense”.