https://www.bdma.org/tags/maine-brand-identity/Recent content in Maine-Brand-Identity on BDMA.orgHugo -- gohugo.ioenbdma.orgFri, 10 Jul 2026 00:00:00 +0000https://www.bdma.org/post/l-l-bean-copy-voice-functional-not-fussy/Fri, 10 Jul 2026 00:00:00 +0000https://www.bdma.org/post/l-l-bean-copy-voice-functional-not-fussy/ <h2 id="a-voice-built-to-survive-a-return">A Voice Built to Survive a Return</h2> <p><strong><a href="https://www.llbean.com">L.L. Bean</a></strong>'s copy has never needed to convince a reader that a product looks good. It needed to convince the reader that the product works — and every rhetorical habit the brand's catalog prose developed over more than a century follows from that one requirement. Adjectives are cheap. A claim that a boot will keep a hunter's feet dry through a Maine November is expensive, because it can be tested, and because the company that made it had already learned, in its first year of business, exactly what happens when the claim is wrong.</p>