Brand Tone

Irreverent, Provocative, Humorous, Sarcastic, Direct, Frank, Empathetic, Relatable, Feminist, and Activist

Brand Values

• •Authenticity/Rejection of Perfection
• •Solidarity and Community
• •Irony and Self-Irony
• •Challenging Stereotypes
• •Feminist Activism
• •Honesty and Imperfection as Liberation

Best Practices

• •Embrace the "Merdismo": Always lean into the core concept of "Merdismo" – the acceptance and even celebration of imperfection in motherhood. Use humor, sarcasm, and direct language that reflects this. The brand explicitly states, "this blog is not politically correct."
• •Speak Truth to Power (and Perfection): Consistently challenge idealized narratives of motherhood. Be bold, provocative, and don't shy away from the messy realities. Authenticity is key.
• •Foster Community with "You Are Not Alone": Ensure the copy creates a sense of shared experience and solidarity. Use inclusive language ("we," "us") and directly address the audience's feelings of inadequacy or being overwhelmed, reminding them they are part of a larger group.
• •Inject Irreverent Humor: Use wit, sarcasm, and self-deprecating humor as primary tools. The humor should be relatable and offer a release, not be alienating or offensive for the sake of it (within the brand's established provocative boundary).
• •Connect to Activism (When Appropriate): Weave in the brand's feminist and activist stance. Copy can subtly (or overtly, depending on the context) link everyday mothering struggles to broader societal issues and the need for change, empowering the audience to feel part of a movement.

Social Perception

Widely Resonates with Mothers, Empowering and Liberating, Controversial but Necessary, Influential Activist Voice, Seen as Authentic and Trustworthy

Copy Examples

• •Social Media Post (Instagram/Facebook): Survived another Monday fueled by lukewarm coffee and the sheer will to not hide in the bathroom until school pickup. Who else is master of the 'looks like I have it all together but I'm one tantrum away from losing it' charade? You're not alone. #MammaDiMerda #NonFarcelaParty #RealMotherhood
• •Website Banner for their "Manifesto": Tired of Pinterest-perfect parenting? So are we. Welcome to Mamma di Merda. Where 'good enough' is freaking fantastic. Read our Manifesto – it’s cheaper than therapy.
• •Product Description (e.g., for a planner): Our 'Controlled Chaos' planner: for when you want to *pretend* you have a plan. Includes space for 'shit I forgot to do,' 'urgent meltdowns,' and 'wine o'clock.' Because being a Mamma di Merda means embracing the glorious mess. #EmbraceTheChaos #MdMShop
• •Email Subject Line for a Newsletter: Congrats, you made it through another week (mostly)! Here’s your MdM survival guide.
• •Call to Action for a Community Event/Campaign: Let's be gloriously inadequate, TOGETHER. Join our 'Non Farcela Party Tour' – no judgment, just solidarity, and maybe some collective screaming into the void. Because every Mamma di Merda deserves a night off (even if it ends at 11:30 PM because, well, kids). #MdMCommunity #FeministRageAndRelease