Tono de Marca

enthusiastic, magical, and celebratory

Valores de Marca

• •Celebrating Individuality and Self-Expression: A core message of "Wicked" is about embracing what makes you different, a theme reflected in its marketing. The story itself explores themes of friendship, romance, power, and the complexities of "good" versus "evil," encouraging audiences to question biases and perceptions.
• •Empowerment: The narrative of Elphaba, in particular, resonates with themes of overcoming adversity and finding strength despite villainization. This is a value carried into merchandise and marketing, aligning with themes of empowerment and sisterhood.
• •Fan Connection and Community: The brand strives to create a sense of community among fans, making them feel part of something bigger. Merchandise plays a significant role in this, allowing fans to express their love for the story and connect with fellow enthusiasts.
• •Quality and Authenticity (Aspired): While there's a clear aim to provide official and desirable merchandise, customer reviews indicate some issues with product availability, return policies (especially for international orders), and restocking fees, suggesting an area for improvement in consistently delivering on perceived quality and customer service.
• •Inclusivity and Representation: The story's themes of being "othered" and the fight against prejudice are central. Marketing efforts, such as using a wheelchair user to model a t-shirt, have been noted positively in this regard.

Mejores Prácticas

• •Immerse in the Source Material: Regularly revisit the musical's iconic songs, dialogue, and themes. Use language and references that resonate with the story's magical and emotional core (e.g., "Defy Gravity," "Popular," "Emerald City," "Ozians").
• •Focus on Fan Emotions: Tap into the feelings of wonder, empowerment, friendship, and nostalgia that "Wicked" evokes. Your copy should make fans feel seen, understood, and excited.
• •Use "Wicked-Specific" Vocabulary: Incorporate words and phrases that are unique to the musical's vernacular, such as "thrillifying," "swankified," and character names, to create an authentic and immersive experience.
• •Maintain a Celebratory and Inclusive Voice: The tone should always be positive, uplifting, and welcoming to all fans, reflecting the musical's themes of acceptance and celebrating differences.
• •Visual Consistency: Ensure that the visual elements accompanying the copy (images, colors like emerald green and Glinda pink) align with the established magical and vibrant aesthetic of "Wicked" to reinforce the brand tone.

Percepción Social

Fans of the Musical: Generally, fans have a deep emotional connection to "Wicked," its characters, and its music. They are enthusiastic about merchandise that allows them to express their fandom and relive the magic of the show. Merchandise Store Customers: Reviews for the official online store are mixed, with concerns raised regarding return policy limitations, restocking fees, and the availability of popular items. Broader Public (influenced by the movie): The recent movie adaptation has significantly amplified the brand's reach, with extensive marketing campaigns and merchandise collaborations, generating considerable social media buzz and making "Wicked" a prominent part of pop culture conversations.

Ejemplos de Copy

• •Headline: Defy Gravity With Our New Arrivals! Body: Step into the Emerald City with must-have treasures, fresh from Oz. From bewitching apparel to spellbinding souvenirs, find your new favorite piece of Wicked magic. Shop now and let your inner witch or wizard shine!
• •Headline: One Short Day to Snag These Deals! Body: The clock is ticking, Ozians! For a limited time, enjoy [discount]% off our most popular collections. Don't miss your chance to own a piece of the magic. It's time to treat your swankified self!
• •Headline: Changed For Good? So Is Our Collection! Body: Discover enchanting new items inspired by Elphaba, Glinda, and the unforgettable world of Wicked. Perfect for gifting to your bestie or adding a touch of Oz to your everyday. Explore what's new – you might just find your destiny!
• •Headline: Feeling Wicked? We've Got the Merch! Body: Embrace your inner Elphaba or channel your Popular Glinda with our exclusive range of apparel, accessories, and collectibles. It’s time to show the world what you’re made of! Shop the magic today.
• •Headline: No One Mourns the Wicked…Good Deals! Body: But everyone celebrates them! Grab spellbinding souvenirs and apparel that are simply too good to miss. Click here before these magical offers disappear like a puff of smoke!