Brand Copy: Shorter Isn't Always Better.
Long-form copy still has a place in our brevity-obsessed world.
Copywriting has always been about connection. In branding and advertising, words are a tool to bring strategy to life. Their job has always been to create meaning while inspiring action. And in a world continually shaped by technology, the way words resonate has had to adapt at pace. Visuals have come to dominate as attention spans have shrunk. Language is shorter and punchier, designed to fit the constraints of new platforms and distill meaning into its most concentrated form. Radical brevity is no longer just a stylistic choice; it’s a business one. But while brevity is often celebrated as a mark of clarity and sophistication in a world of swipes and scrolls, it isn’t a one-size-fits-all solution. Nor is it necessarily the best strategy for every brand.
Audiences are still hungry for depth. Certain occasions or touch-points—such as a product launch, a manifesto, a print ad or poster on public transport—can be bolstered by richer storytelling. These are moments when a person’s interest is piqued. They’re willing to give time and attention in exchange for a deeper connection. The challenge for copywriters, then, isn’t choosing between brevity and depth. It’s about understanding when each is appropriate and how they support broader business goals. Brevity may work wonders for driving quick conversions or engaging social media users, but longer copy excels in building trust, educating audiences and fostering emotional connections—all of which are critical for retention and differentiation. Radical brevity suits brands and platforms that thrive on immediacy: the disruptive direct-to-consumer label, the snarky social media account, the tech company promising speed and efficiency. But for others, especially those building trust, educating audiences or fostering loyalty, brevity can be something of a disservice. Think of brands that need to educate before they can persuade, like a fintech start-up introducing a new kind of investment platform or a sustainable fashion brand explaining the impact of its materials. Longer copy can provide the nuance, emotion and credibility that a single pithy line can’t always capture.
Copywriters today must be fluent in both extremes. We need to know when to condense. When to expand. After all, great copy isn’t defined by its length but by its impact. Sometimes a single line is enough to change a mind. Elsewhere, it might take a page to tell the story. The best copywriters are masters of balance and can work with precision to meet the moment’s needs.
In the spirit of the power of substance over soundbites, here are four brands I’ve come across recently that are proving the power of long-form copy to educate, engage and build deeper connections with their audiences.
John Lewis
High-end department store John Lewis & Partners launched a new campaign over the holidays. Created by Saatchi & Saatchi, ‘Give Knowingly’ positions John Lewis as the go-to retailer for shoppers seeking meaningful, quality presents. These ads go beyond surface-level appeal, weaving insightful storytelling with meticulously crafted long-form copy to cleverly showcase the breadth of the retailer’s offering. By highlighting thoughtful gift ideas and tapping into the emotional resonance of the holiday season, the campaign reinforces John Lewis's reputation as the home of gifting. I’ve lingered over these ads while waiting for the tube, drawn in by their ability to balance commercial goals with emotional depth—proof that long-form copy, when done right, can captivate and convert.
Common Era
The copy supporting NYC jewellery brand Common Era’s brilliantly conceived Difficult Women series– which serves as “an ode to women of history who were maligned for their curiosity, intelligence, and resistance to the patriarchy”– is a masterclass in storytelling-driven branding. The brand, founded in 2019 by Australian entrepreneur Tori Tilley, is selling a narrative as much as a product, imbuing its jewellery with a depth of meaning that transcends physical form (shout-out to Alighieri, which was arguably the first player in this literature-inspired jewellery space and has influenced a number of brands since). This approach taps into a specific kind of brand power– the ability to evoke desire by connecting the consumer to a larger story, identity or aspiration (Emily Sundberg recently wrote about this feeling in Feed Me, regarding the ‘power hold’ of Westman Atelier’s mascara). The Agrippina necklace description, below, functions as a miniature historical epic, painting a vivid picture of a woman who defied societal norms and wielded power in a male-dominated world. By anchoring the piece in Agrippina’s life story, Common Era elevates the pendant from a simple accessory to a symbol of political acumen, resilience and ambition. Nicely done.
Hinge
Hinge’s No Ordinary Love campaign, which was all over London in the autumn of 2024, harnessed the power of long-form content to challenge the idealised narratives of love often found in dating culture. By commissioning six contemporary literary figures (including Roxane Gay and R. O. Kwon) to interpret the real-life stories of couples who met on the app, the campaign leveraged long-form copy to capture the authenticity and complexity of modern relationships. Through prose that embraced plot twists, imperfections, and the unexpected, the brand created a slow, intentional storytelling experience that resonated with Gen Z’s appetite for depth and nuance.
Imaginary Authors
This cult-favourite fragrance brand takes inspiration from the untold stories of imaginary novels. It describes its perfume as “layered narratives that are sure to generate stirring conversation, fragrances that might be capable of changing the course of your own personal story.”
Scent is deeply evocative and notoriously hard to describe. It has the power to summon memories and emotions in an instant, yet putting that power into words often falls short. Imaginary Authors takes a novel approach (quite literally) to this challenge: instead of leaning solely on traditional fragrance notes, they craft an entire narrative for each scent. Every product is paired with the synopsis of a fictional novel that captures the mood, emotion, and essence of the fragrance.
Take, for example, the story behind their scent, Slow Explosions:
“In 1980, Gwen K. Vroomen quit her monotonous job in Dearborn, Michigan, went to the corner bar, and—on the bartender’s urging—threw a dart at a world map tacked on the wall. She had never heard of Goa, India, but knew immediately she needed to go. Three months later she was celebrating Hindu New Year at a tea garden high in the hills of Kerala, fireworks exploding below. She wrote of that night: “I was resuscitated by color, redeemed by the vibrant unknown.” Her self-proclaimed “Journey out of darkness,” dotted with unforgettable accounts of night markets, river floats, and harrowing moped rides, inspired a generation of young Americans eager to buck the drudgery of ordinary life.”
By framing their fragrances as the protagonists of untold stories, Imaginary Authors invites its customers to see themselves as part of those narratives, living lives filled with colour, adventure and transformation. The story of Slow Explosions serves an emotional gateway, drawing consumers into a sensory world where scent and storytelling merge. It reflects the brand’s ethos perfectly: that a fragrance isn’t just something you wear—it’s something you live. This ability to connect with customers on such a personal and imaginative level exemplifies the unique power of long-form copy and proves that, sometimes, more words mean more meaning.
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