Brand Tone

Knowledgeable & Authoritative, Respectful & Historical, Professional & Trustworthy, Collector-Focused, Direct & Informative

Brand Values

• •Authenticity
• •Historical Preservation
• •Integrity & Trust
• •Expertise & Knowledge
• •Respect for Veterans & History

Best Practices

• •Prioritize Historical Accuracy and Detail: Ensure all descriptions and informational content are meticulously researched and factually correct. This reinforces expertise.
• •Emphasize Authenticity Consistently: Every relevant piece of copy should subtly or overtly remind the audience of the commitment to genuine artifacts and the authentication process. Use phrases like "Guaranteed Original," "Authenticated by Bill Shea," "Lifetime Authenticity Guarantee."
• •Use a Respectful and Measured Vocabulary: Avoid overly casual, slangy, or sensational language. The subject matter demands a tone of respect and seriousness.
• •Speak as the Expert: Write with confidence that comes from deep knowledge. Share insights, historical context, and details that demonstrate an authoritative understanding of the items.
• •Maintain a Consistent Voice Across All Platforms: Whether it's the website, social media, or email, the core tone – knowledgeable, respectful, trustworthy – should be immediately recognizable as The Ruptured Duck. Train any staff involved in content creation on these principles.

Social Perception

Highly Reputable among Serious Collectors, Go-To for Authenticity, Premium (Potentially Expensive), Specialized & Niche, Reliable Customer Service

Copy Examples

• •Headline (New Arrival - Rare Medal): A Witness to Courage: This original Knight's Cross, authenticated by Bill Shea, carries the weight of history. Explore its story. Lifetime guarantee.
• •Social Media Post (Showcasing a Dagger): More than steel and craftsmanship, this original SS Dagger represents a pivotal, somber moment in history. Each detail meticulously verified. The Ruptured Duck: Your trusted source for genuine WWII artifacts.
• •Website 'About Us' Snippet: For over 60 years, The Ruptured Duck has been dedicated to the preservation of history, offering collectors and institutions authenticated WWII memorabilia. Our commitment is to authenticity, expertise, and honoring the legacy these artifacts represent.
• •Email Newsletter Introduction (Highlighting German Helmets): Dear Collectors, This week, we delve into the intricate history of WWII German headgear. Discover newly acquired, authenticated helmets, each with a unique provenance. The Ruptured Duck – Preserving History, Piece by Piece.
• •Product Description Opening (for a US Uniform): Worn by a soldier whose service defined a generation. This original WWII US Army uniform has been carefully preserved and authenticated, complete with its original insignia. A tangible link to the past, backed by The Ruptured Duck's lifetime guarantee.