What is the support to the brand promise? The Support or reason why is part of the Copy Strategy and it helps customers believe the promise the brand makes, so it is linked to the brand benefit, if any.
It is tangible, realistic, comprehensible and visible.
The brand Support is often found in:
- Product formulation – f.i. kind, quantity, quality, absence or presence of certain ingredients (Swiffer and most P&G brands)
- Product design – physical elements (Duck WC)
- How the product works (Gillette razors)
- How it is produced (Pasta Voiello)