Brand Tone

Rebellious, Confident, Powerful, Tough, No-Nonsense, Direct, Proudly American, Aspirational, Innovative

Brand Values

• •Power & Performance
• •Durability & Quality
• •Value
• •Innovation
• •American Made
• •Customer Focus
• •Community & Giving Back
• •Attitude

Best Practices

• •Use strong, direct language to convey power and performance.
• •Highlight the 'American-Made' aspect and its connection to quality and durability.
• •Incorporate the 'rebellious' and 'confident' tone without being overly aggressive or negative.
• •Focus on the lifestyle aspect – mowing as more than a chore, but an extension of a hard-working, fun-loving attitude.
• •Address potential concerns (like customer service) proactively, emphasizing commitment to improvement.

Social Perception

A strong, recognizable brand known for high-quality, durable mowers that offer good value, appealing to a lifestyle of hard work and fun, while also being seen as an American success story.

Copy Examples

• •"Mow With An Attitude."
• •"American-Made. Built Like Tanks."
• •"The best mower at the best price – period."
• •"Unleash the Bad Boy in your yard."
• •"More than just a mower, it's a lifestyle."