If brand is dead, so is copywriting

“Brand is dead.”

So announced one of my advisors for my new business. We’re still early in the idea stage with the business, so a lot of the discussions revolve around what the core components of the business should be. He claimed brand to be dead as a way to counter an argument I was making. OK, a point, not an argument.

I thought about this (even though I suspect my advisors think I don’t listen, I really do process all they tell me!), but just couldn’t agree. Brand is not dead. If it were, generic copywriting would be perfectly acceptable. Your copywriter wouldn’t have to worry about giving you a voice and personality, about engaging your prospects, about sounding different to get you noticed above and beyond all your competition.

Generic, boring, me too copywriting does prevail, I admit it. But the smart marketers hire copywriters who know their stuff, these marketers demand copy that complements and promotes their brand, because these marketers know that brand is not dead. Far from it.

Long live brand!