Brand Tone

Aspirational, Confident, and Refined-Rugged

Brand Values

• •Uncompromising Quality
• •Heritage & Authenticity
• •Adventure & Freedom
• •Durability & Longevity
• •Community

Best Practices

• •Lead with Quality, Not Price: Always emphasize the superior materials, craftsmanship, and durability of the products. Frame the price as a reflection of value and a long-term investment.
• •Use Evocative, Adventurous Language: Employ words that paint a picture of freedom, the open road, and exploration. Speak to the feeling of riding, not just the technical specifications of the gear.
• •Maintain a Confident and Knowledgeable Voice: Write with authority. Assume your audience is discerning and appreciates quality. Avoid overly casual slang, but don't be afraid to be direct and bold in your statements.
• •Embrace the "Refined-Rugged" Duality: Balance sophisticated language with rugged, practical application. A jacket can be "elegantly tailored" but also "ready for a downpour." This combination is key to the brand's unique position.
• •Tell a Story: Whether in a social media post or a product description, frame the product within a larger narrative of adventure, heritage, or craftsmanship. Products aren't just items; they are companions for the journey.

Social Perception

The brand is perceived very positively within its niche target market as a High-Quality Contender, offering Excellent Value for Money, and run by Authentic and Passionate enthusiasts. Positive customer service experiences are also noted.

Copy Examples

• •The Anatomy of a Modern Classic. It starts with 10oz Scottish waxed cotton. It’s shaped by decades of British riding heritage. And it’s built for a lifetime of roads ahead. The Meteor isn't just a jacket; it's your future heirloom. #MadDogsAndEnglishmen #BuiltToLast #ModernClassic
• •Your Next Adventure is Waiting. Is Your Gear Ready? Don't let your gear be an afterthought. Our jackets are crafted for the ride and the destination, blending timeless style with uncompromising protection. Explore the collection and find your new road companion. Call to Action: Shop The Collection
• •Forged from Leather, Shaped by the Road. The Belter jacket is more than protection; it’s a second skin that tells your story. Each mile adds to its character. Crafted from hand-selected, full-grain hide, this is the last leather jacket you'll ever need to buy. Invest in a legend.
• •Heritage Craftsmanship. Modern Performance. We build the finest motorcycle gear for the modern classic rider. No compromises.
• •Inside the Stitch: What Makes a Mad Dogs Jacket Different? It’s not just about how it looks. It’s about how it’s made, who makes it, and the journeys it’s ready for. We’re taking you behind the seams...