Brand Tone

Knowledgeable & Innovative, Confident & Direct, Performance-Oriented, Established & Heritage-Proud, Slightly informal/Enthusiastic, Customer-centric (Problem/Solution)

Brand Values

• •Innovation
• •Performance & Quality
• •Versatility & Simplicity
• •Longevity & Value
• •Rider Benefit
• •Environmental Responsibility (emerging)
• •Made in the USA

Best Practices

• •Emphasize Heritage & Innovation in Tandem: Always link Hertel's long history with its continuous drive for technological advancement. Stories about the founder, key inventions, and scientific breakthroughs reinforce authority and trustworthiness.
• •Be Confident, Not Arrogant: Use strong, declarative statements about product performance ("The only true all-temperature wax," "lasts up to 7 days") backed by the brand's history and technology, but avoid overly aggressive or unsubstantiated hype.
• •Focus on Rider Benefit & Simplicity: Clearly articulate how Hertel wax solves common skier/snowboarder problems (e.g., variable conditions, wax complexity, short-lived glide, fatigue). Highlight the ease of use of all-temperature solutions.
• •Maintain a "Proven Performance" Voice: Whether talking about recreational products like Super HotSauce or higher-end ones like Racing 739, the core message should be about reliable, tested performance that riders can count on.
• •Subtly Weave in Values: Mention "Made in the USA," "biodegradable," and "family heritage" where appropriate to reinforce these underlying brand values without letting them overshadow the primary performance and innovation messaging. The tone should feel authentic and grounded in these principles.

Social Perception

Respected & Reliable, Innovative & Pioneering, Good Value, Go-To for Many, A Bit "Old School" (but in a good way), The "All-Temperature" King

Copy Examples

• •Headline: Ride More, Wax Less. All Day, All Conditions. Body: Stop guessing, start gliding. Hertel's legendary all-temperature formula means one wax handles whatever the mountain throws at you. Invented in 1973, perfected over decades. Experience the Hertel difference: superior glide, ultimate control, and days of performance on a single coat. Get your Super HotSauce today!
• •Headline: The Science of Speed. The Simplicity of Hertel. Body: Since 1972, we've been innovating so you can dominate. Hertel's patented microencapsulation technology delivers unmatched performance from freezing cold to spring slush. No more complicated wax kits. Just pure, all-temperature, biodegradable speed. Unleash your best ride.
• •Headline: Don't Let Changing Conditions Dictate Your Day. Body: With Hertel All-Temperature Wax, you're always prepared. Our unique formula adapts to varying snow, giving you consistent control and a smoother ride from the first chair to the last. Spend less time waxing, more time shredding. Made in the USA. Trusted by riders for over 50 years.
• •Headline: From Olympic Podiums to Your Local Hill: The Winning Glide. Body: Hertel’s White Gold and Racing 739 have powered champions. Now, that same innovative spirit is in every bar of our wax. Experience eye-watering speed and lasting performance, now in eco-friendly formulas. Feel the float, command the slopes.
• •Headline: Still Swapping Waxes? There's a Smarter Way to Ski. Body: Hertel Super HotSauce: The original all-temperature game-changer. One wax for peak performance, from 6°F to 52°F. Easy to apply, incredibly long-lasting, and now biodegradable. Join generations of skiers and riders who trust Hertel for a better day on the snow.