Tono de Marca

Elegant, Sophisticated, Timeless, Professional, Heritage-focused, Aspirational

Valores de Marca

• •Customer focus
• •Accountability
• •Integrity
• •Passion
• •Honesty
• •Bravery
• •Superior writing experience
• •Innovative design
• •Uncompromised quality
• •Outstanding service
• •Heritage & Legacy
• •Craftsmanship & Quality
• •Tradition & Classic American Style
• •Achievement & Recognition
• •Thoughtfulness & Gifting

Mejores Prácticas

• •Emphasize Heritage Authentically: Regularly weave in the 1846 founding and American-made history, but ensure it connects to modern relevance (e.g., "Time-tested craftsmanship for today's innovators").
• •Use Elegant & Evocative Language: Opt for words that convey sophistication, quality, and the sensory experience of writing (e.g., "flawless," "distinguished," "smooth," "balanced," "legacy," "artistry").
• •Focus on the "Why," Not Just the "What": Instead of just listing features, explain the benefit and the feeling (e.g., "The weighted balance ensures effortless strokes, allowing your thoughts to flow freely.").
• •Maintain a Professional & Respectful Voice: Whether in marketing copy, customer service interactions, or social media replies, the tone should always be courteous, knowledgeable, and uphold the brand's esteemed reputation.
• •Create a Style Guide: Develop and adhere to a comprehensive brand style guide that explicitly defines the tone of voice, preferred terminology, and provides examples of on-brand and off-brand copy for different channels and situations. This ensures consistency across all communications.

Percepción Social

A classic, reputable American brand with a rich history in producing quality writing instruments, seen as symbols of professionalism, achievement, and make for prestigious gifts.

Ejemplos de Copy

• •Headline: Crafting Legacies Since 1846. The A.T. Cross Pen – An American Story in Your Hand. Body: For over 175 years, A.T. Cross has been the companion to visionaries, leaders, and creators. Each pen is a testament to enduring quality and timeless design, ready to help you write your own chapter. Discover the collection. Call to Action: Explore Heritage.
• •Headline: The Mark of Distinction. The Feel of Achievement. Body: More than a writing instrument, a Cross pen is a statement. From the boardroom to your personal journal, experience the perfect balance of innovation and craftsmanship that has defined excellence for generations. Call to Action: Find Your Signature Pen.
• •Headline: The Gift that Speaks Volumes, Before a Word is Written. Body: Celebrate life’s significant moments with a gift that endures. An A.T. Cross pen, elegantly engraved, becomes a cherished symbol of appreciation, ambition, and affection. Timeless. Personal. Perfect. Call to Action: Personalize a Gift.
• •Headline: Engineered for Your Thoughts. Designed for a Lifetime. Body: With our unwavering commitment to quality and a lifetime mechanical warranty, your Cross pen is built not just for today's ideas, but for the stories yet to unfold. Experience the confidence of true craftsmanship. Call to Action: Learn About Our Warranty.
• •Headline: From Presidential Desks to Your Creative Space: A Tradition of Excellence. Body: Join a legacy of discerning individuals who choose Cross for its unparalleled writing performance and iconic style. Elevate your everyday writing into an art form. Call to Action: Shop Iconic Collections.