Home textiles: an example.
marketing agent: The Brand Architect
Every channel describes the same product differently, so results cannot be compared and the ad that works best is found by accident. In this example, the assistant writes from one positioning statement and traces every claim it makes back to a source.
An illustrative example, not a client result.
Example figures.
- Lower cost per saleSame spend, same channels, one promise
- 41%
- Ads tested on recordEvery variant logged with its result
- 312
- Channels, one voiceWritten from a single positioning statement
- 6
- Saved per campaignBrief, copy and variants drafted in one pass
- 9 hours
What changes.
In this example, cost per sale falls 41% on the same spend and the same six channels. 312 ads are tested with every variant logged against its result, and about nine hours come off each campaign because the brief, the copy and the variants are drafted in one pass.
What the Brand Architect does.
The marketing seat, one of nine that come with Workspace Assistant.
Starts from the buyer, not the product. Every piece states who it is for and what they already believe before a word of copy gets written.
Writes to one promise. Six channels, one claim. The wording adapts to the format; the promise does not.
Makes the work measurable. Every asset ships with what it is meant to move, so a campaign can be judged.
Keeps a record of what worked. Winning headlines, hooks and objections are stored and reused, never rediscovered.
Refuses an unsupported claim. A number in an ad traces back to a source, or the ad does not run.
How a campaign moves.
- A brief in plain EnglishOne paragraph is enough
- The Brand Architect writes itFrom the brand's own positioning
- Every claim is sourcedUnsupported numbers do not run
- The Contrarian challenges the copyThe critic seat reviews before delivery
- You approve, then it publishesApproval is required by rule