Emotion and aspiration should lead product messaging for beauty brands. Claims should be secondary. If you don’t lead with brand aspiration, you don’t have a brand.

It's meaningful to recognize the work that went into making something special. Antonym has built a particular niche of expertise when it comes to nominating people or products for industry awards.

In addition to our brand voice strategy and copywriting work for lifestyle brands, Antonym helps individuals who have a lot to say but don’t always have a lot of time to say it.

Most brands have no real strategy for executing their voice. Why?

The process is as illuminating for founders as it is for potential investors, as elevator pitches and ideas in the ether take shape into something real.

Building and maintaining a successful brand requires a particular alchemy.