Tono de Marca

Cynical, Ironic, Provocative, and Brutally Honest.

Valores de Marca

• •Radical Honesty
• •Anti-Perfectionism
• •Intellectual Wit
• •Exclusivity through Boldness
• •Courage

Mejores Prácticas

• •Write Like You Speak (If You're a Cynic): Avoid jargon, buzzwords, and empty platitudes at all costs. Use short, direct sentences. The brand's official line is, "We decided to speak clearly, without beating around the bush."
• •Embrace Self-Deprecation: Make fun of the brand, its products, and marketing itself. This builds authenticity and shows you don't take yourself too seriously. Example: "Welcome (not that I mean it) to the shop of Manifesti Abbastanza Ostili."
• •Turn Negatives into Positives: Frame flaws and pessimism as points of pride. "Our products are as bad in real life as they are in the shop" is a challenge and a statement of confidence in the brand's honesty.
• •Be Unapologetically Direct in All Communications: From ad copy to customer service responses, the tone must be consistent. If a customer asks for a discount, the "hostile" answer would be a blunt "No," perhaps followed by a witty reason. This reinforces the brand's core identity at every touchpoint.
• •Create an "Anti-Brand" Guideline: Develop a style guide that explicitly lists words to avoid (e.g., "innovative," "leader," "synergy," "passion") and provides examples of "on-brand" versus "off-brand" copy. This ensures anyone writing for the brand understands its unique, contrarian voice.

Percepción Social

The brand is perceived overwhelmingly positively as a fresh, funny, and intelligent voice in a crowded market. Customers and followers are not offended by the "hostile" tone; instead, they see it as a form of entertainment and honest commentary. The brand is seen as a successful case study in building a strong personality that attracts a loyal following by being unapologetically itself. Its rapid growth and high engagement on platforms like Instagram and TikTok are testaments to a public that is receptive and appreciative of its disruptive communication style.

Ejemplos de Copy

• •Headline: Your New Uniform Is Here. Body: Wear your battle scars with pride. This t-shirt is softer than your boss's last-minute requests. Buy it now, because passive-aggressively expressing your pain is a form of self-care. CTA: Shop The Resignation Collection.
• •Subject: An email you might actually open. Body: We know, another newsletter. But since you willingly gave us your email, you might as well see the new stuff we made. It’s probably not going to change your life, but it might make you smirk. We also fixed a typo on the website. Don't expect this level of productivity every week. CTA: See The Mediocrity.
• •Headline: Your Marketing Is Boring. Body: If your company's voice sounds like a corporate robot, we should talk. We create communication for brands that have a pulse. Warning: may cause a sudden increase in sales and personality. CTA: Dare to Contact Us.
• •Body: We've successfully completed another campaign for a client who was brave enough to let us work. The results were good. They paid us. The cycle continues. If you're tired of "synergy" and "leveraging assets," and just want ideas that don't suck, our inbox is open. But if you don't have a budget, it's not. Hashtags: #Marketing #Advertising #NotYourAverageAgency #AgenziaAbbastanzaOstile
• •Title: The "Professionally Tired" Mug. Description: Holds coffee, tea, or the silent screams of your workday. Dishwasher safe, because you have enough to deal with already. Not guaranteed to make your mornings better, but it will make them more honest. A great gift for your favorite colleague, or yourself. You've earned it. Probably.