Brand Tone

adventurous, encouraging, reliable, and down-to-earth

Brand Values

• •The Power of the Outdoors: Encouraging everyone to experience the benefits of being outside.
• •Performance and Quality: Providing thoughtfully designed, rigorously tested products that deliver on performance, versatility, and durability.
• •Comfort: Ensuring products feel good to enable enjoyable outdoor experiences.
• •Inclusivity: Believing the trail is for everyone, regardless of background or ability. This is also reflected in initiatives like "The Trail Ahead" which aims to make the outdoors more inclusive.
• •Sustainability: Striving to be a steward of the environment and committing to building an inclusive and sustainable future.
• •Versatility: Creating products that can be used for various activities and environments.

Best Practices

• •Focus on the Experience: Emphasize the feelings and benefits of being outdoors (freedom, discovery, well-being) rather than just product features. Use evocative language that paints a picture of adventure.
• •Be Inclusive and Encouraging: Use welcoming language that invites everyone to participate in outdoor activities, regardless of skill level. Avoid jargon or overly technical terms where simpler, more inspiring language will suffice.
• •Highlight Durability and Reliability: Subtly weave in messages of product quality, trustworthiness, and longevity, reinforcing Merrell as a dependable partner for outdoor pursuits.
• •Maintain an Authentic, Down-to-Earth Voice: Keep the tone genuine and relatable. Avoid overly aggressive sales language. Connect with the audience on a personal level, sharing a passion for the outdoors.
• •Visually Align Copy: Ensure that the imagery and visual elements used alongside the copy consistently reflect the adventurous, natural, and inclusive spirit of the Merrell brand. The copy should complement the visuals to tell a cohesive story.

Social Perception

Merrell is generally perceived positively by customers and the public. It is seen as a reliable and trustworthy brand for outdoor footwear and apparel. Customers often highlight the comfort and durability of the shoes, making them a popular choice for hiking, walking, and even work in demanding environments. The brand is recognized for its quality and functionality, with many users expressing long-term loyalty. There's an appreciation for the brand's focus on making the outdoors accessible and enjoyable. The marketing efforts to connect with the community and promote inclusivity appear to be recognized. While strong in its traditional outdoor space, there are also efforts to appeal to a more style-conscious consumer, blending outdoor functionality with everyday aesthetics.

Copy Examples

• •Headline: Explore Your Path. Comfort That Keeps Up. Body: From forest trails to mountain peaks, Merrell is with you every step. Discover durable footwear designed for your next adventure. #MerrellOutdoor #StepFurther
• •Headline: Nature Awaits. Gear Up with Merrell. Body: Feel the crunch of leaves, the fresh air, the freedom. Our latest collection offers the trusted performance and comfort you need to answer the call of the wild. #GetOutside #MerrellDK
• •Headline: Built for the Journey. Designed for You. Body: Rain or shine, rugged or smooth, your Merrells deliver. Experience the perfect blend of technology, durability, and all-day comfort. What trail are you conquering today? #MerrellHiking #AdventureReady
• •Headline: The Simple Power of Being Outside. Made Comfortable. Body: We believe everyone deserves to enjoy the outdoors. That’s why we craft footwear that supports every adventure, big or small. Find your perfect fit and explore more. #TrailForAll #Merrell
• •Headline: Your Danish Adventures Start Here. Body: From coastal walks to woodland explorations, trust Merrell to provide the grip and comfort you need. Discover footwear engineered for every Danish landscape. #MerrellDenmark #OutdoorLife