Brand Building And Fear
September 22, 20104 min
As astute marketers have known for some time, fear sells. People, in general, tend to be insecure about many things.
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Advertising - Page 18 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.
Strength In Length: The Long Slogan Advantage
September 20, 20109 min
After three years of operations and $29 million in losses, Federal Express gave up trying to compete head-to-head with air-cargo leader Emery Air Freight. Instead, it decided to focus the company on overnight service.
Consumers Desire Authenticity In Advertising
August 23, 20104 min
We’ve seen it and heard it a thousand times – the flawless model posing in an ad for facial-blemish cream… an extremely powerful cleaner that removes every trace of dirt in one effortless wipe… the picture-perfect baby modelling the 100% waterproof diaper.
Advertising Frequency Theory: Circa 1885
August 16, 20101 min
Thomas Smith wrote a guide called Successful Advertising in 1885. We can see its relevance to this day. 1. The first time a man looks at an advertisement, he does not see it.
Encoding Advertising In The Mind
August 11, 20104 min
While the first job of advertising is to get itself noticed, the second job is to be remembered. Otherwise, the third job, being persuasive, won’t typically have a chance for success until the advertising is being experienced directly at the point of sale.