Advertising Copywriting

Brand architecture

What is a Brand?

Idris MooteeCEO Idea Couture

Vision/Mission

To refresh the world…

To inspire moments of optimism and happiness…

To create value and make a difference.

Brand Positioning

What differentiates your brand from others?

Example: Brand Positioning Statement

For (target audience), (brand name) is the (frame of reference) that delivers (benefit/point of difference) because only (brand name) is reason to believe).

We are building a world that's safer and more secure …More comfortable and energy efficient …More innovative and productive.We are Honeywell.

Honeywell

Attributes

Other things to consider:

Headlines

In ultrices ullamcorper auctor. In hac habitasse platea dictumst. Nulla vitae ante nec justo lacinia blandit. Vestibulum interdum, dolor eget porttitor gravida, augue lectus feugiat metus, ac rutrum metus diam sit amet lectus. Duis tellus tellus, ornare sit amet suscipit ac, amet White Space: Often, less is more. rhoncus et at felis. Vivamus malesuada mauris a massa convallis placerat. Maecenas tellus elit, dapibus non tristique non, eleifend id mauris. Nulla et sapien erat, in lacinia ligula. In tellus augue, varius pharetra feugiat sit amet, ornare a dolor. Integer pharetra cursus nulla, eu cursus eros cursus id. Proin volutpat, mauris sit amet tempor congue, nulla purus feugiat justo, gravida placerat nibh arcu.

White Space: Often, less is more.

TV Spot

Cadillac

Cadillac

Sales increased 25% within four months of the campaign.

Achieved the best sales in the last 20 years within six months.

HumorEmotionInspirationAdmiration

TrustQuirkAnticipationRecognition

"Dog food brands were missing the emotional high ground. Ads focused on product shots and either fell into cartoon-like expressions of dogs or scientific explanations of how the food benefited canine health. None talked about what makes dogs and their relationships with their owners special. "We told them, 'People who have dogs love their dogs. Why wouldn't you be a brand that loves dogs and have it motivate everything you do?”

-- TBWA chief creative officer Lee Clow

Time for a Break?