Copywriting or whatchamacallit?
Personally, I’m not happy with the term copywriting. Or better to say, I’m fine with it when it needs to describe those see-through ad-sy texts luring you to buy stuff, but what is the word for the writing that is smart, creative, witty but still commercial? I miss the term for those verbal identities you create for a company or a brand that are original, fit the company’s image and true values (whatever they might be) and in the long run become their unique communication style. The ones that don’t sell you anything but just communicate to you. It’s not copywriting. It’s not creative writing. Is it wordsmithing? Or verbal identification? Or specific writing?