Antonym

Writing for NERRā is like writing poetry. Lush, elevated, so sensorial. We loved crafting the storytelling for their new Neroli Note candle because there were so many rich details to share. The iconic way Neroli scents the Mediterranean—NERRā's culture of origin and inspiration—and how they timed the candle launch to spring, the season in which Neroli blooms; the master fragrance behind its aromatherapeutic scent, located in Grasse, France, home of the world's most legendary perfumeries; the olfactive pyramid that guides its richly textured aroma; its stunning terra cotta jar. When you're working with a founder like Teyma Touati, who brings relentless care and intention to every detail of the brand, your storytelling power is limitless. There's no need for spin, or a hard sell. When you're guided by unshakeable vision, evocative language gets to unfurl, unfettered. Can confirm: Neroli Note is as outstanding as it sounds. ??

As an unabashed devotee to all things Bravo (don't ever try to talk to me about reality TV being a "guilty" pleasure), I could not say YES fast enough when Too Faced Cosmetics reached out to Antonym for help crafting the concept and treatment for their Better Than Sex film starring Rachel Zoe. I loved this collaboration not just because it invited me to mine (i.e., eat up, watch for hours) old episodes of The Rachel Zoe Project. I loved this collaboration because Too Faced's savvy, adventurous creative team is unafraid to push tonality, irreverence, and humor. Working with them forces me to probe areas of creativity that aren't exercised day to day because they are radically obsessed with play. Good branding makes you feel something. And you know what always feels good in a way that's unshakeable? Joy. Laughter. Play. With this film, they nailed it again. Thank you to Warissara Muangsaen, Katie Eid, and the fabulous creative team at Too Faced for entrusting Antonym, elevating queen Rachel Zoe, and confidently injecting the beauty world with your singular pink-swathed audacity. ?? https://lnkd.in/eJ72XU7c

The business of being you is an essential (and unavoidable) part of modern professional life, but often the people who have the most interesting things to say don’t always have a lot of time to say it. Antonym works as a trusted aide and ghostwriter for C-suite executives, brand leaders, and founders. When engaged as an “executive ghost,” we essentially build a style guide for people then amplify their presence in the world. See how we do it at https://lnkd.in/efdhi_SR

Communication and brand messaging are investments for a reason. Because they will make or break the success of your business. We constantly hear from prospective clients how not investing in brand messaging strategy is financially hurting their business. Are any of these challenges impacting your brand? If so, it's time to shore up your comms.

How would your brand’s friends describe it? What would get it hot and bothered at Thanksgiving dinner with its extended family? Which superlative would it have received in its high school yearbook? What venerations would its obituary list? Just like humans, every brand needs definitive, purposeful core values. When your brand’s core values are nuanced, grounded in principle, and unifying, they infuse meaning into the existence and the actions of the brand. They are the fiber of every brand’s being—the key to identity and differentiation—and the driving force behind all your brand does. In the spirit of strategic and effective core values, we've crafted the core values of core values. Read what they are here: https://lnkd.in/eaEE6j33

Would you rather… (a) Hire a brand strategy agency that provides a rigid scope, offers a set number of rounds, and has a regimented process for execution; or (b) Collaborate with a brand strategy agency that crafts bespoke engagements that intuitively leave room for the unexpected discoveries that arise from a successful creative process? We thought so. Over the past year, Antonym's approach has evolved based on what we’ve heard from our clients and what, in our experience, results in the most valuable and rewarding collaborations. Gone are rigid scopes, a set number of rounds, and the obstacles we encountered when we tried this more traditional approach. We favor irreplicable partnerships powered by nuance, relationships, and expert strategy, and our approach to every client is tailor-made. Antonym’s retainer-based collaborations are agile, designed for sprinting, and can be turned up or down, on and off. Our clients feel the effects immediately. Our partnerships are deeply collaborative and offer unlimited revisions, so we can collaborate closely to extract visions and wisdom and translate that into language and positioning that’s clear, concise, and nuanced with a compelling tonality. A well-tailored engagement designed to collaboratively and flexibly meet your needs, preferences, and priorities? Or a traditional project-based agency-for-hire? The choice is yours, of course, but if you’re curious about how we do things at Antonym, reach out (https://lnkd.in/dhPqxEY)

For Tony-winning costume and scenic designer David Zinn, every item on the theater stage has a history that audiences are rarely told but always feel. Every chair, every jacket, every portrait on the wall tells a story of how it arrived. It’s what makes the worlds he creates so complete and immersive, whether it's a disco fantasia, Spongebob musical, or a living room cluttered with pathos. David’s boundless curiosity, love of collaboration, and talent for creative evolution make him a perfect partner for M·A·C, and he was really the only choice to create the look and feel of the interactive theater and dance experience DiscoShow in Las Vegas. In this M·A·C Artist Spotlight, he shared with Antonym his thoughts on the necessity of vulnerability, the power of longing, enjoying people enjoying themselves, and bringing your weirdness to the table. He is a much-needed American original in an era that can use as many of those as it can get.

We’re often surprised to see that, for so many brands, while their voice has been considered and loosely defined, there’s no real strategy for executing that voice. We give you the nonnegotiables when crafting an effective tone of voice strategy, plus a fabulous new Truth Serum and the Antonym team's creative shares from the worlds of art, architecture, and conservation.

The nicest attorney in the world Hannah Samendinger drops in to take some Truth Serum and talk about representing creatives, language transparency with clients, the generational shift in how lawyers are communicating, the general health of Intellectual?Property, great horror movies, AI and the law, and so much more. She's amazing and vibrant and impossibly smart but you should definitely see for yourself at: https://lnkd.in/guRbMsSm

During new client conversations, we’re often surprised to see that while brand voice has been considered and loosely defined, most brands have no real strategy for executing their voice. Why? The strategy tends to wrap up at the highest level. Often because writers aren’t crafting the strategy, and because senior leadership doesn’t understand what it actually takes to execute brand voice. So those in charge of bringing the voice to life? They’re left with a dead strategy and no tools for implementation. What does it look like to craft a tone of voice strategy that’s actually usable and executable? Here's our take on the essential elements: https://lnkd.in/dzpZRzx4