Copywriting is an important part of a company’s image, as it helps to define the consumer perception of the brand personality.
For example, Innocent Smoothies uses quirky, light-hearted copy to portray a caring, friendly brand image.
But to what extent can copywriting really impact the consumer perception of a brand when they are already familiar with the business?
Brand language consultancy The Writer investigated this topic by testing people’s reaction to a series of customer scenarios.
2,000 consumers blind-tested writing samples from three airlines and three retailers, as well as an invented sample for each scenario.