Brand Tone

Authentic, Communal, and Reverential

Brand Values

• •Community & Camaraderie
• •Improvisation & Authenticity
• •Freedom & Anti-Establishment
• •Generosity & Sharing
• •Psychedelic Exploration

Best Practices

• •Speak the Language: Use terminology familiar to the community ("the Vault," "Deadheads," song titles, "let your freak flag fly"). This builds authenticity and signals that you are part of the in-group.
• •Prioritize Community over Commerce: Frame product announcements around shared experiences and memories, not just the product itself. The value is in the nostalgia and the connection, not just the item.
• •Embrace Imperfection: The Grateful Dead's brand is not slick or corporate. The tone should feel human and genuine. It's okay to be a little loose and informal, reflecting the band's improvisational nature.
• •Be a Storyteller: Every product, post, or announcement is an opportunity to tell a small piece of the band's 60-year story. Use archival photos and historical context to add depth and reverence to the content.
• •Foster Two-Way Conversation: Actively invite the community to share their own stories, memories, and photos. Position the brand as a facilitator of the ongoing conversation, not just a broadcaster of information.

Social Perception

The public perceives the "A Long Strange Trip" brand (and The Grateful Dead by extension) as a unique and enduring cultural institution. To its followers, it represents more than music; it's a lifestyle, a philosophy, and a chosen family. They are seen as pioneers who broke all the rules of the music industry by focusing on the live experience and building a direct, powerful relationship with their audience. To the general public, the brand is recognizable through its iconic visual symbols (the "Steal Your Face" skull, dancing bears) which have become staples in fashion and pop culture, often seen even by those unfamiliar with the music. While some may view the music as an acquired taste or the fan culture as excessive, there is a general acknowledgment of the band's incredible influence and their creation of a unique, multi-generational fan community that remains vibrant decades later.

Copy Examples

• •Unearthed from the Vault: Listen to 10/26/72, Just Like You Were There.
• •More than a shirt, it's a piece of the journey. The new ‘Morning Dew’ tee is here. Soft fabric for long nights and familiar stories. Shop now at dead.net.
• •Some notes never fade. The ‘Blues for Allah’ 50th Anniversary vinyl is spinning again. Experience the magic, remastered for a new generation.
• •A moment between songs, 1977. The music never stopped because you were always there to listen. What show does this take you back to? #GratefulDead #Deadhead #ALongStrangeTrip
• •From your guitar case to your van bumper, let your freak flag fly. This collection of iconic symbols is a nod to those who know. Stick them where the spirit moves you.