Brand Tone

The primary tone of "Morðcastið" is a unique blend of dark, intriguing, and informal. While the subject matter is inherently dark and mysterious, the delivery is conversational and accessible, possibly with touches of humor, making grim topics palatable for the audience.

Brand Values

• •Storytelling
• •Curiosity
• •Accessibility
• •Community

Best Practices

• •Embrace the "Light Note": Always balance the dark subject matter with a conversational, informal, and accessible tone. Avoid overly academic or clinical language. The phrase "á léttum nótum" is the brand's unique selling proposition; lean into it.
• •Use Intrigue, Not Just Gore: Focus on the mystery and the psychological aspects of the cases in your copy. The hook is the story and the "why," not just the graphic details.
• •Maintain a Consistent Schedule: The brand promise includes a new episode every Thursday. Reinforce this reliability in communications ("Your weekly dose of mystery") to build and maintain audience trust.
• •Foster the Community: Actively use the brand's contact email and social media handles in your communications. Encourage listeners to send in case suggestions or share their thoughts to make them feel like part of the "cast."
• •Keep Episode Titles Quirky: Continue the established format of using "Orð dagsins er..." ("The word of the day is...") followed by an unexpected word. This signature style is memorable, shareable, and perfectly encapsulates the brand's unique tone.

Social Perception

Morðcastið is perceived as a popular and significant piece of Icelandic media, consistently listed as one of the top podcasts in Iceland, demonstrating a large and loyal listener base. Its inclusion in academic analysis highlights its cultural relevance, and it's defined by its specific niche: delivering true crime stories in a light-hearted manner that resonates with its audience.

Copy Examples

• •This week, a case that seems straightforward... until you look closer. We're traveling to a small town with a big secret. Things are not always as they seem. Listen to the new episode of Morðcastið now. Link in bio. #mordcastid #truecrime #islenskt
• •The perfect mug for your dark thoughts. Whether it's morning coffee or late-night tea, this mug is for the true fan. It won't solve any cases, but it will make you look cool while you listen to them.
• •Love true crime, but need a break from the heavy stuff? Morðcastið covers the most intriguing criminal cases from Iceland and around the world, all with a lighter touch. Join our community of curious minds. Your Thursday commute just got a lot more interesting.
• •We just dropped a new episode with a twist you won't see coming. Have you listened yet? (Poll: "Yes, I'm shocked!" / "Not yet, on my way!")
• •It's Thursday. You know what that means... 💀