Brands Face A Rising Threat From Ad Avoidance
August 19, 20154 min
The story of marketing communications is a cat and mouse game between two opposing forces.
NEW THINKING
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Advertising - Page 10 of 31 - 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.
The Brand Brief Behind Nike’s Just Do It Campaign
August 6, 20157 min
Just Do It is an example of a brand campaign that tapped deeply into the authentic character of Nike’s brand values and brand purpose. But, few people know about the internal conversations that led to the ad brief that went to Nike’s agency Wieden+Kennedy (W+K) to create the campaign.
Marketers Are Not Creatives
July 3, 20153 min
It’s July, which means aside from the occasional hot spell we marketers are about to be deluged by an ocean of talks, tweets and treatises on the importance of creativity and her bespectacled, more reserved brother, innovation.
Rethinking The Agency Creative Department
June 26, 20154 min
I enjoy seeing people poke business models, but it’s important that when you look to disrupt a business that you do so without assumptions. The call by Marc Ruxin of Universal McCann to rethink the creative department of ad agencies is a great idea but my sense is that his suggestions still assume the battle is for attention, and that winning that attention and holding it via great content, well presented, is critical to achieving...
Brand Experience In A Post Advertising World
October 22, 20142 min
Customers are intimately familiar with how brand excitement or brand dislike is communicated: word of mouth, written recommendations, ratings, reviews, etc. Everyone can access information about a brand’s stuff – the good, bad, and ugly.