Brand Tone

Authoritative and scientific, trustworthy and reassuring, and problem-solution oriented.

Brand Values

• •Innovation and Scientific Efficacy
• •Pain Relief and Protection
• •Durability and Quality
• •American Heritage

Best Practices

• •Lead with Science, Follow with Benefit: Always ground the product's claims in the science of the Sorbothane material (e.g., "absorbs 94.7% of shock"). Immediately translate this technical feature into a tangible user benefit ("which means less knee pain and foot fatigue after your run").
• •Use a Vocabulary of Protection and Durability: Consistently use words like "protect," "defend," "prevent," and "shield" to describe the insoles' function. Reinforce value with terms like "long-lasting," "durable," and "won't bottom out."
• •Leverage Trust Signals in Every Communication: Mention "doctor-recommended," "APMA accepted," "Made in the USA," and "Trusted for 40+ years" frequently and appropriately across different channels to reinforce brand credibility.
• •Speak Directly to the User's Pain Point: Whether it's plantar fasciitis, a long day standing on concrete, or high-impact sports, address the specific problem directly. This shows empathy and positions the product as a targeted solution, not a generic accessory.
• •Maintain an Authoritative, Not Arrogant, Tone: The tone should be confident and based on proven facts. Avoid overly casual slang or hype-driven language that could undermine the brand's scientific and professional credibility. The voice is that of a trusted expert.

Social Perception

The "Gold Standard" for Cushioning; a Medical-Grade Solution; Reliable but Not "Trendy"; Specialized Problem-Solver.

Copy Examples

• •Headline: Don't Let Foot Pain Dictate Your Day. Body: That sharp pain in your heel with your first step out of bed? The aching feet after a long shift? That's your body absorbing thousands of harmful shockwaves. Sorbothane insoles absorb up to 94.7% of that impact before it can cause pain. Step into proven comfort. Made in the USA and recommended by doctors for over 40 years. CTA: Shop the Solution
• •Headline: Sorbothane Ultra Sole: Unmatched Shock Absorption. Body: Engineered with our proprietary viscoelastic material, the Ultra Sole is scientifically proven to absorb more more impact than any other insole. It mimics the body's natural flesh to safely dissipate shockwaves, protecting your joints, back, and feet from fatigue and injury. The lightweight, contoured design ensures a perfect fit in your favorite shoes, providing stability and energy return with every stride. CTA: Add to Cart
• •Body: Your run shouldn't hurt. Our insoles absorb up to 94.7% of impact shock so you can focus on your miles, not your joints. The original, doctor-recommended shock absorber. #Sorbothane #Running #PainRelief #MadeInUSA CTA: [Link to a specific running insole]
• •Body: (Image/Video: A split screen showing a runner's foot striking the ground with and without a visual shockwave effect. The "with Sorbothane" side shows the shockwave being absorbed at the insole level.) This is what 3Gs of force looks like. And it happens every time your foot hits the pavement. Our mission for 40 years has been to stop that harmful shock in its tracks. Protect your body, unleash your performance. CTA: Tap to Feel the Difference
• •Subject: Still the Best Defense Against Impact Snippet: You know the comfort and protection of Sorbothane. Is it time to refresh your favorite shoes? Explore our latest models and feel the difference that scientifically proven shock absorption makes, step after step.