Brand Tone

Enthusiastic & Passionate, Sophisticated & Premium, Authentic & Community-Focused, Appreciative of Heritage & Craftsmanship, Engaging & Evocative

Brand Values

• •Passion for Porsche
• •Quality & Craftsmanship
• •Storytelling
• •Community
• •Authenticity
• •Appreciation of Print

Best Practices

• •Speak from Enthusiasm: Every piece of copy, from a social media caption to a product description, should radiate genuine passion for Porsche. Use evocative language that conveys excitement and appreciation.
• •Prioritize Visual Storytelling Support: Ensure copy complements the high-quality imagery. Let the visuals do heavy lifting and use text to add depth, context, or emotion, rather than just describing what's seen.
• •Emphasize the 'Why,' Not Just the 'What': Focus on the stories, the heritage, the community, and the emotional connection to Porsche, rather than solely on technical specifications (unless it's a specific tech deep-dive).
• •Maintain a Premium, Cultured Voice: Avoid overly casual slang or generic marketing speak. The language should be sophisticated yet accessible, reflecting the 'art journal' quality of the magazine. Think 'curated,' 'crafted,' 'timeless.'
• •Foster Community and Inclusivity: Use language that welcomes all Porsche enthusiasts, from seasoned collectors to new admirers. Highlight shared experiences and the collective passion that unites them. Phrases like 'join the journey' or 'our shared passion' can be effective.

Social Perception

Highly Regarded by Enthusiasts, Aspirational, Niche but Dedicated Following, Seen as Authoritative and Passion-Driven, Some Price Sensitivity

Copy Examples

• •Headline: Beyond the Revs. Inside the Soul of Porsche. Body: Duck & Whale isn't just about horsepower; it's about the heartbeats. Discover the stories, the passion, and the journeys that define Porsche culture. Subscribe for your quarterly immersion. Call to Action: Feel the Story.
• •Headline: More Than a Magazine. It's a Porsche Collector's Item. Body: Each issue of Duck & Whale is crafted with the same dedication to beauty and performance as the cars on its pages. Weighty paper, breathtaking photography, timeless stories. Elevate your Porsche passion. Call to Action: Start Your Collection.
• •Headline: Your Drive. Our Passion. Shared. Body: From the iconic 356 to the latest track marvel, Duck & Whale connects a global community of Porsche enthusiasts. Join us as we explore the heritage, the innovation, and the sheer joy of the drive. Call to Action: Join the Duck & Whale Journey.
• •Headline: Unplug. Unwind. Uncover Porsche. Body: In a world of fleeting feeds, Duck & Whale offers a tactile escape. Settle in with curated stories and stunning visuals that celebrate the enduring allure of Porsche. This is your moment. Call to Action: Order Your Issue.
• •Headline: The Art of Porsche, Page by Page. Body: Duck & Whale delivers an unparalleled print experience, an art journal dedicated to the world of Porsche. Feel the weight of quality, see the passion in every shot, read the stories that resonate. Call to Action: Experience Duck & Whale.