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Advertising - Branding Strategy Insider

Advertising needs to be emotionally absorbing. Otherwise, it’s irrelevant, stale and ineffective. The mind is geared to filter out stimuli, requiring emotion to achieve breakthrough. How big is the challenge of trying to secure the awareness – let alone the enduring emotional engagement – of consumers? Huge, of course. People are awash in information and glad to tune out what they don’t need, which is why it is increasingly difficult to create a successful ad.
by Paul Friederichsen
The B2B Paradox: Why Rational Decisions Are Emotional
Advertising

The B2B Paradox: Why Rational Decisions Are Emotional

November 5, 20264 min

In the TV series Mad Men, fictional creative director Don Draper uttered the now-famous line: “Advertising is based on one thing, happiness.” It was true in 1960 and true today. Finding the key that unlocks that coveted response to a product has always been the marketer’s challenge. Is the most effective appeal logical or emotional? And is that appeal different, based on consumer or trade audiences? Despite occasional evidence to the contrary, every customer comes...

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by David Stewart
Most Advertising Problems Are Not Advertising Problems
Advertising

Most Advertising Problems Are Not Advertising Problems

April 1, 20265 min

There is much angst about the state of advertising. Various commentators in the industry and in the general media have bemoaned a creativity crisis, which is attributed to everything from short-termism to artificial intelligence to the fragmentation of media. There is some evidence that advertising’s persuasive power has declined in recent years. It is less clear that this decline is attributable to a lessening of creativity in advertising. If advertising fails to deliver results, the...

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by Jim Meier
Years Of Marketing Underinvestment Catch Up To Kraft Heinz
Advertising

Years Of Marketing Underinvestment Catch Up To Kraft Heinz

September 4, 20253 min

Kraft Heinz recently announced a planned split into two separate companies with the goal of improving operating performance and accompanying shareholder return for each of the successor entities. This announcement has generated significant coverage in the business and financial press, with much of this coverage focusing on the challenges Kraft Heinz has faced related to changing consumer tastes and preferences. Additionally, many other companies in consumer products have lamented recent softness in consumer spending across...

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Branding Strategy Insider is published by The Blake Project, an independently owned, strategic brand consultancy with extensive experience helping businesses and brands gain an emotional advantage, a distinctive advantage and a connective advantage.

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