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The power of great copy, with brand tone of voice and copywriting expert, Vikki Ross

For 25 years Vikki Ross has worked with global, category-leading brands showing them how to talk, and she has been named as a top female creative leader. In this insightful episode, she describes essential techniques for defining a strong brand purpose, personality, and tone of voice that can help brands to truly stand apart from the competition. She talks about how the words we choose to describe a brand must work really hard, and the need for consistency and simplification in communication. Firestarters is a series of insightful conversations with the interested and interesting of the advertising, marketing, and innovation communities, focusing on the areas of challenge and opportunity in the industry. At Think with Google, our mission is to educate and inspire the next generation of marketers, advertisers, and creatives. On this channel, we’ll be sharing the latest data we’re exploring from our Google Ads Research & Insights team, trends we are tracking in the marketing industry, and insights we’ve uncovered, with perspectives from across the advertising industry. We hope you’ll subscribe and follow along. Did you know that Think with Google Firestarters is now available as a podcast? Listen in to your favourite episodes here: https://goo.gle/firestarterspod 0:00 - 0:58: Everyone can write, but not everyone can write copy 03:21: Defining a brand's personality and purpose 06:33: Rules of good brand purpose 09:52: Matching tone of voice to reflect personality 13:10: How a brand book can ensure consistency 18:18: Consistency across all platforms 19:50: Ensuring authentic brand personality 21:35: The importance of every word in copywriting 26:50: Harry Dry's 3 laws of copywriting 30:38: Presenting words in the context of copy 33:02: What makes a good campaign strapline 35:05: How can brands tie into what's topical 36:33: The importance of language 38:30: The role of AI in writing copy