Brand Tone

Authentic/Real, Soulful & Expressive, Unique/Eccentric, Bold/Unapologetic, Intimate/Personal

Brand Values

• •Artistic Integrity
• •Individuality
• •Fan Connection
• •Resilience/Longevity
• •Openness/Vulnerability

Best Practices

• •Embrace the Unique Voice: Use language that reflects Macy Gray's distinctive, slightly raspy, soulful, and direct communication style. Avoid overly polished or generic corporate speak.
• •Keep it Real and Authentic: Speak honestly about the products and the connection to Macy's artistry. Highlight the genuine link between the merchandise and her music/persona.
• •Inject Personality: Don't be afraid to be a little quirky, bold, or even humorous, mirroring Macy Gray's own public image. Let the copy have character.
• •Focus on Fan Connection: Emphasize exclusivity and the personal touch for items like autographed pieces or personalized messages. Make fans feel like they're getting something special and directly connected to the artist.
• •Stay True to the Soul/R&B Roots: While the products vary, the underlying feeling should always tie back to the soulful, expressive nature of her music. Use evocative language that resonates with the emotions her music elicits.

Social Perception

Iconic & Recognizable, Talented & Unique Artist, Sometimes Controversial, Respected Musician, For the Dedicated Fan

Copy Examples

• •For a New Hoodie: "Wrap yourself in the realness. Our new [Hoodie Name] isn't just merch, it's a piece of the soul. Wear it like you mean it. – Macy Gray Store"
• •For Autographed Vinyl: "More than just grooves. This is Macy, raw and unfiltered, signed just for you. Own a piece of the story. [Vinyl Name] – autographed, and straight from the heart. – MacyGrayStore"
• •For a Personalized Video Message: "Got something to say? Or want Macy to say it for you? Get your own damn personalized video message. Real talk, real connection. – MacyGrayStore"
• •For Unreleased Music: "You haven't heard it all. Dive deeper with exclusive, unreleased tracks straight from Macy’s vault. This is the sound of no apologies. – MacyGrayStore"
• •General Store Ad: "This ain't your average artist shop. This is Macy Gray's world. Unique finds, soulful vibes, and a little bit of that good ol' realness. Come on in. – MacyGrayStore"