{
  "brand": {
    "name": "That Dad Thing",
    "alternateNames": [
      "TDT",
      "That Dad Thing™",
      "thatdadthing.com",
      "ThatDadThing"
    ],
    "url": "https://thatdadthing.com",
    "taglines": [
      "The stuff only dads understand and everyone else has to live with.",
      "No manual. No problem."
    ],
    "description": "That Dad Thing is a premium dad-culture apparel and gift brand observing, celebrating, and archiving Dadisms, Dad Logic, Dad Sightings, and everyday dad behavior.",
    "positioning": "A dad-culture archive and premium giftable apparel brand, not just a generic funny shirt shop.",
    "audience": [
      "dads",
      "grandpas",
      "new dads",
      "wives buying gifts for dads",
      "daughters buying gifts for dads",
      "sons buying gifts for dads",
      "families who love dad humor"
    ],
    "coreConcepts": [
      {
        "name": "Dadisms",
        "description": "Sayings, warnings, jokes, rules, and family phrases dads repeat until they become folklore."
      },
      {
        "name": "Dad Logic",
        "description": "Practical, stubborn, oddly confident reasoning that somehow makes sense to dads."
      },
      {
        "name": "Dad Sightings",
        "description": "Observations of classic dad behavior in the wild."
      },
      {
        "name": "Dad-a-Pedia",
        "description": "The brand's growing field guide to dad behavior."
      }
    ],
    "colors": {
      "midnightDad": "#1A1A1A",
      "sunsetOrange": "#F26522",
      "deepTeal": "#2A9BA5",
      "wornCanvas": "#F5F0E8",
      "charcoal": "#3D3535"
    }
  }
}