Brand Tone

Nostalgic, Historic, Quirky, Eclectic, Friendly, Welcoming, Authentic, Traditional, Community-Focused

Brand Values

• •Heritage & Tradition
• •Authenticity
• •Community
• •Resilience & Adaptability
• •Discovery & Uniqueness

Best Practices

• •Embrace Storytelling: Consistently weave the rich history of A. Schwab and Beale Street into your copy. Share anecdotes, historical facts, and customer memories to reinforce the brand's legacy.
• •Highlight Uniqueness & Quirkiness: Use descriptive and evocative language to showcase the eclectic and unusual range of products. Don't shy away from the "quirky" aspect – it's a key differentiator.
• •Maintain a Friendly, Welcoming Voice: Write as if you're personally welcoming someone into the store. Use warm, approachable language that invites interaction and makes customers feel like part of the A. Schwab family.
• •Incorporate Nostalgia Authentically: Use phrases and imagery that evoke a sense of the past and simpler times, especially when referring to the soda fountain or classic merchandise. Ensure it feels genuine and not forced.
• •Be Beale Street Proud: Connect A. Schwab intrinsically with Beale Street and Memphis culture. Emphasize its role as an anchor and a must-see destination within this iconic location.

Social Perception

Beloved Landmark, Authentic Experience, Must-Visit Destination, Nostalgic Charm, Family-Friendly, Keeper of History

Copy Examples

• •Headline: Step Back in Time on Beale Street. Body: A. Schwab: Serving Memphis since 1876. Discover unique treasures, old-fashioned candy, and the best darn soda fountain in town. It’s not just a store, it’s a story. Call to Action: Visit Us & Make Your Own History!
• •Headline: Can't Find It? You Haven't Been to Schwab's! Body: From voodoo potions to Elvis memorabilia, regional crafts to classic toys – our shelves are packed with wonders. A. Schwab, where Beale Street’s history meets today’s curiosities. Call to Action: Explore the Eclectic!
• •Headline: Taste the Nostalgia at A. Schwab's Soda Fountain. Body: Hand-spun milkshakes, classic phosphates, and sundaes just like grandma used to make. Pull up a stool and savor the sweet side of Memphis history. Call to Action: Treat Yourself Today!
• •Headline: More Than a Store, It's a Memphis Tradition. Body: For over 148 years, A. Schwab has been the heart of Beale Street. Experience the magic, browse the museum, and take a piece of authentic Memphis home with you. Call to Action: Discover A. Schwab.
• •Headline: Your Beale Street Adventure Starts Here. Body: Looking for that perfect Memphis souvenir, a quirky gift, or just a delightful trip down memory lane? A. Schwab is your destination for discovery and delight. Call to Action: Come On In!