Tono de Marca

Irreverent, satirical, provocative, confident, and unapologetic. It leverages political irony and nostalgia for an 'in-group' appeal, using dry humor targeted at those familiar with Italian politics and Berlusconi's persona, establishing a confrontational yet playful identity.

Valores de Marca

• •Irreverence and Satire
• •Personality and Boldness
• •Niche Identity
• •Nostalgia

Mejores Prácticas

• •Embrace the Niche: Do not dilute the message to appeal to a broader audience. The brand's strength is its specificity. All copy should speak directly to the 'in-group' that understands the political and cultural context of Berlusconi.
• •Master the Irony: The line between humor and offense is thin. The copy must always maintain a satirical, winking tone. It should be clear that the brand is about provocation through humor, not genuine aggression.
• •Use 'Insider' Language: Incorporate well-known quotes and phrases from Berlusconi (e.g., 'Mi Consenta,' 'Aprite gli occhi') into the copy. This reinforces the brand's authenticity and connection to its niche.
• •Keep it Confident and Bold: The tone should never be apologetic. The copy should reflect the unapologetic persona of the figure it is based on. Use strong, declarative sentences.
• •Create a Community, Not Just a Customer Base: Use social media copy to ask questions and engage followers in political banter and nostalgia. Fostering brand loyalty involves making customers feel part of an exclusive club. Encourage user-generated content by featuring customers wearing the merchandise.

Percepción Social

Highly polarized. For its target audience (young, right-leaning Italian men), it's perceived as humorous, clever, relatable, and a way to express political identity and community. For outsiders or those with opposing political views, it can be seen as poor taste, inflammatory, or overly provocative, being inherently divisive and unapologetically so.

Ejemplos de Copy

• •Some quotes are timeless. Just like your commute to the office. Wear a piece of history. Link in bio. #Berlusconi #MadeInItaly #PoveriComunisti
• •Allow yourself a proper coffee. Start your morning with the authority it deserves with our 'Mi Consenta' cup. Inspired by the man who never needed permission, this cup is for the decision-makers, the early risers, and those who lead, not follow. Quality ceramic, dishwasher safe, and 100% irony-proof.
• •An offer you can't refuse. Unlike them.
• •Tired of boring clothes? Make a statement without saying a word. Our collection is inspired by Italy's most iconic voice. For those who appreciate style, irony, and a bit of controversy. Shop ChicGallery.
• •Style is a serious matter. Irony is a choice. Wear both.