Tono de Marca

rebellious, authentic, and energetic

Valores de Marca

• •Music as an Identity
• •Authenticity and Rebellion
• •Community
• •Vegan and Cruelty-Free

Mejores Prácticas

• •Always tie the narrative back to music, artists, or the culture surrounding it. Use musical terms (e.g., "anthem," "unplugged," "remix") in your copy to reinforce this connection.
• •Employ strong verbs and direct, declarative sentences. Avoid passive language. The tone should be bold and unapologetic, reflecting the rebellious spirit of the brand.
• •Position the brand and its community as an alternative to the mainstream. Use phrases that promote individuality, like "Don't just follow," "Define your own sound," or the established "#KickTheNormal."
• •Regularly reference the brand's history and its founding by musicians. This builds credibility and deepens the connection with fans who value that authentic origin story.
• •Ensure that the edgy, high-contrast, and energetic visuals on social media are matched by copy that carries the same rebellious and passionate tone. The words and images must work together to tell the same story.

Percepción Social

Macbeth is perceived as a legacy brand with deep roots in the alternative music scene. For many in Indonesia, it evokes a sense of nostalgia for the 2000s. It is seen as more than just apparel; it's a piece of cultural identity for fans of pop-punk and rock music. The brand's scarcity in the past has elevated its status, making it a prized possession for collectors and loyal fans. The relaunch in Indonesia was a significant event for its dedicated community. While its primary association is with an older generation of music fans, its current marketing efforts on platforms like TikTok are aimed at engaging a new, younger audience that shares the same values of individuality and musical expression.

Ejemplos de Copy

• •Engineered for the mosh pit and the street. The new Eliot Anthem isn't just a shoe, it's a statement. Built on a legacy of rebellion and loud music. Wear it and be heard. #KickTheNormal
• •Since 2002, we've been the uniform for the unsigned band and the front-row fan. Rooted in rock, designed in Southern California, and worn by those who live by their own rules. This isn't a trend; it's our identity. #Macbeth
• •Sound on. Style on. We teamed up with [@BandName] to show you what it means to live with the music. This is our anthem. What's yours? #MacbethXEno #MusicAsIdentity
• •Your wardrobe is your playlist. Our new collection of graphic tees and hoodies is inspired by the raw energy of the garage bands and iconic artists who started it all. Shop the noise.
• •Rebel with a cause. Our commitment to vegan-friendly footwear is as strong as our ties to music. Same iconic style, zero animal products. It's style you can stand for. #Vegan #KickTheNormal