copy vs editorial
There is emotional factor in it
The copy is almost like a weapon
Can be persuasive
You write with a clear intention
Stick to a brief, still keeping creativity and style.
focus on the nature of the target audience so that your message are crashed with them in mind.
Sell the benefits, not the features
Don’t tell your target audience what your products have or what it does, tell them how and why it will improve their lives
Like how it makes their life totally different.
Start out with a BANG
First line of copy has to grab the reader and pull him in
Keep it simple.
it has to be attractive for people to take notice.
In a commercial, the first 5secs must be the most interesting.
A good copy:
Focuses the reader’s attention
Conveys an idea
Persuades the reader to believe that an idea is relevant
leaves the reader with a positive experience of the brand, then go through to the words of mouth.
Calls for action, it makes the person want to purchase it immediately.
Social media ding ding
Name is the thing by which a brand is remembered and discussed. Brands that pick a good name find that half of th marketing and branding work is done for them.
Mac Donalds, Starbucks
The identity has been established into the brains of the target audience
Six good name criteria:
Brevity (A few words)
Easy to say and spell out
Extendibility :Fairprice, Fairprice finest, Fairprice Xtra
Types of names:
These are latin/grelek names or based on fun rhythmic sounds
Directly from place of origin
Ford, Harley Davidson
Similar to description names but focused on the experience
Eg. Land Rover
Simple of catchy phrase that accompanies a logo/brand
Product’s appeal/mission of the firm, more memorable
Slogans are used to convey the message about the product or cause that it is representing.
The promise that the brand is giving you
Good when it is one short phrase. 3-5 words
memorable and durable
(Im loving it)
Positive imagery about trade or product
Element of immediacy (cognitive impact)
Idiomatic or vernacular (original lang)
concrete and specific to audience
Sounds right and can be applied to any of the design collaterals
Contains a key benefit. Don’t always need to express the benefit, but need to hint or imply one.
Types of slogan:
Putting periods in the middle of (Not worth doing)
are you allowed to glue two separate pieces of cement?
Can you mix more than 1 materials?
Does it have to have any meaning?