Brand Tone

Heritage-focused & Prestigious, Craftsmanship-oriented & Quality-conscious, Elegant & Sophisticated, Nostalgic & Classic, Confident & Authoritative

Brand Values

• •Legacy & Tradition
• •Craftsmanship & Quality
• •Innovation & Excellence
• •Authenticity
• •Customer Satisfaction
• •Exclusivity & Collectibility

Best Practices

• •Embrace the Heritage: Consistently weave in the brand's founding year (1883), Swiss origins, and long history of craftsmanship in product descriptions, 'About Us' sections, and even social media captions. Use terms like "legacy," "heritage," "since 1883," "Swiss precision."
• •Highlight Quality and Craftsmanship: Use descriptive language that emphasizes the superior materials (e.g., "solid brass," "finely machined"), meticulous engineering ("patented mechanism," "precision-engineered"), and the tangible quality of the lighters ("satisfying weight," "built to last").
• •Maintain an Elegant and Sophisticated Voice: Avoid overly casual slang or overly technical jargon. Opt for refined, evocative language that appeals to a discerning customer. Focus on the aesthetic appeal, the "artistic value," and the experience of owning a Thorens lighter.
• •Reinforce Authenticity and Exclusivity: Gently remind customers that they are purchasing from the official source for new Thorens lighters, subtly contrasting with unauthorized sellers. Emphasize the collectible nature and the unique designs.
• •Develop a Brand Storytelling Lexicon: Create a list of approved keywords and phrases that reflect the core values (e.g., "timeless classic," "iconic design," "master craftsmanship," "heritage of excellence," "vintage allure," "modern precision"). Ensure all content creators use this lexicon to maintain consistency across all platforms.

Social Perception

Historically Respected (Vintage), New Online Presence - Mixed but Aspiring to Premium, Skepticism from Some Enthusiasts, Appreciation for Aesthetics and Mechanics, Seen as a Luxury/Niche Good

Copy Examples

• •Headline: Rekindling a Legend. Since 1883. Body: Experience the enduring legacy of Thorens. Our newly crafted 2024 lighters are born from over a century of Swiss precision and iconic design. Own a piece of history, engineered for today. Call to Action: Discover the Collection.
• •Headline: More Than a Flame. An Heirloom. Body: Each Thorens lighter is a testament to meticulous craftsmanship. Forged from the finest brass and assembled with an artisan's touch, it’s not just a tool, but a companion for life’s distinguished moments. Call to Action: Explore the Craftsmanship.
• •Headline: The Art of Ignition. Perfected by Thorens. Body: Feel the satisfying click, admire the timeless design. Our patented mechanical lighters, refined for the modern connoisseur, offer unparalleled reliability and a touch of vintage elegance. Make your statement. Call to Action: Shop Now.
• •Social Media Post: Image: Close-up shot of a Thorens lighter, highlighting intricate details. Caption: Swiss precision in your palm. The Thorens [Model Name] – where heritage meets innovation. A timeless classic, reimagined for those who appreciate the finer things. #ThorensLighter #SwissMade #LuxuryLighter #VintageInspired #Craftsmanship Call to Action: Link in bio to explore.
• •Email Subject: An Invitation to Own a Legacy: The Thorens Collection Body: Dear [Customer Name], Since 1901, Thorens has been synonymous with exquisitely crafted lighters. We invite you to explore our 2024 collection, where iconic designs are reborn with enhanced precision and enduring quality. Elevate your everyday. Call to Action: View the New Arrivals.