Brand Tone

humorous, irreverent, authentic, and often provocative

Brand Values

• •Authenticity
• •Humor & Entertainment
• •Entrepreneurial Spirit
• •Fan Connection/Respect
• •Giving Back (Implicit)
• •Boldness/Fearlessness

Best Practices

• •Embrace Irreverence (Within Reason): Don't be afraid to be a little cheeky, sarcastic, or push boundaries slightly, reflecting Danny's core comedic style. The humor should feel natural and unforced.
• •Keep it Real and Authentic: Use informal language, slang (appropriately), and a direct, conversational tone. Avoid overly corporate or polished jargon. Duncan values authenticity, and the copy should reflect that.
• •Focus on Fun and Entertainment: Even when selling, the underlying message should be about having a good time and not taking things too seriously. The goal is to make the audience laugh or feel engaged.
• •Incorporate Inside Jokes/Catchphrases (Sparingly): For the core audience, referencing popular phrases or themes from his content (like "Virginity Rocks" or "I Love Hot Moms") can strengthen the connection. However, ensure it's not so niche that it alienates new potential customers.
• •Be Confident and Bold: The copy should exude a sense of confidence and a "don't care what others think" attitude, mirroring Danny's on-screen persona. This doesn't mean being offensive, but rather unapologetically embracing the brand's unique identity.

Social Perception

wild, humorous, and successful internet personality

Copy Examples

• •Ad for a new hoodie: "Warning: Wearing this hoodie may cause spontaneous outbreaks of not giving a damn. Side effects include looking ridiculously good. Get yours before your mom grounds you."
• •Instagram caption for a new video: "Just when you thought I couldn't get any dumber... I did. New video chaos is LIVE. Link in bio. Don't tell your parents."
• •Product description for "Virginity Rocks" tee: "Yeah, we said it. And we'll say it again. Virginity Rocks. Wear it loud, wear it proud. Or just wear it to confuse people. Whatever works. 100% awesome, 0% boring."
• •Tweet promoting a sale: "My accountant said I need to sell more stuff or I'll have to get a real job. Please help. Everything's on sale. Don't make me work at Walmart (no offense, Walmart, you're cool for selling my stuff)."
• •Email subject line for new merch drop: "Your questionable life choices just got a new uniform. 🔥"