Brand Tone

Irreverent, Provocative, Bold, Unapologetic, Youthful, Streetwise, Slightly Anarchic/Anti-Establishment, Informal (in its own way)

Brand Values

• •Individuality & Self-Expression
• •Authenticity (in its irreverence)
• •Humor & Not Taking Things Too Seriously
• •Disruption/Non-Conformity
• •Quality (implied)

Best Practices

• •Embrace the Irreverence: Don't shy away from sarcasm, wit, and a slightly confrontational edge. This is the core of PogoStore.it's voice. If it feels too safe, it's not on brand.
• •Use Simple, Direct, and Bold Language: Avoid jargon or overly complicated sentences. Be blunt, be bold. Short, punchy statements often work well.
• •Inject Humor (Even if it's Dark or Sarcastic): The brand doesn't take itself too seriously, and the copy should reflect that. Look for opportunities to be playful and unexpected.
• •Maintain an "Us vs. Them" or "Anti-Establishment" Undertone (Subtly or Overtly): The copy should feel like it's speaking to a specific in-group that "gets" the brand, setting itself apart from mainstream conventions.
• •Be Unapologetically Yourself (as the Brand): Authenticity, even in its provocative form, is key. Don't try to please everyone. The copy should sound confident and self-assured in its unique stance. The "By Dumb, for Dumb" and "your opinion doesn't count" lines, while extreme, are memorable and define this unapologetic nature.

Social Perception

Niche Appeal, Potentially Polarizing, Seen as "Cool" and "Different" by Target Audience, Customer Service as Entertainment, Generally Positive Product Reception.

Copy Examples

• •Instagram Post for a New T-shirt: "Yeah, we made another t-shirt. You'll probably buy it. Or don't. Whatever. Link in bio if you've got nothing better to do. #PogoStore #DoesntWork #StreetwearNonsense"
• •Website Banner for a Sale: "Our Prices are Dropping (Unlike Your Standards). Limited Time Only – Grab This Stuff Before We Change Our Minds. Shop Now (or regret it later, we don't care)."
• •Product Description for a Hoodie: "Warning: May cause excessive comfort and an undeserved sense of superiority. Not our fault if people stare. Made from stuff. Probably cotton. Who reads this anyway? Get it if you get it."
• •Email Subject Line: "Your Wardrobe Called. It's Bored. (We can fix that)."
• •TikTok Video Caption: "Pretty sure this breaks some kind of rule. Good. New drop live. #PogoStore #TooCoolForSchool #StreetStyle #ProblematicFaves"