Why TV copy development is critical for brand?

- Copy is the direct reflection of the brand intention. Consumer know brand from its communication.

- Successful copy drive brand awareness, relevance, trial and loyalty.

Key to successful TV copy development:

- Consistent copy setting, moon/tone/feeling, to make sure brand consistence, to avoid wrong/confusing brand perception.

Sometimes band needs to change copy feeling for new objective, but once changed, then keep it for at least 1~2 years to drive brand registration. Frequently change will cause consumer confusion about brand. Try to balance the brand legacy and new needs to reduce business risk (because brand may lose loyalty users although attract new users)

- Connect-to- consumer copy drama to drive copy recall and relevance to target consumer.

Brand must know what matters to target consumer & what’s their passion, then develop related copy drama---make sure consumer can understand, can remember and agree with your drama intention. That’s critical to build relevance.

- Right ambassador to best present the brand and also the target consumer.

Ambassador should not only present the brand, but also should be good presenter of target consumer, relevant to target consumer.

- Memorable music to drive brand registration

Sometimes brand focus too much on copy logic and script, but neglect the most impressive part----music.

-Competitive product superiority support to drive purchase.

Leverage right demo, number, benchmark or testimonial to communication product superiority----give consumer a strong reason to purchase.