One of the curses I have is that I can’t go anywhere, pick up any magazine or watch any show on TV without analyzing the advertising. Add to the list: Standing in a taxi line at the airport.
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.
Any brand manager worth their salt is looking to cultivate and manage a brand that is noticed and valued. But how far should a brand go in that quest for distinctiveness? Interestingly, the answer doesn’t just come down to taste.
Marketers love what they do and with good reason. It’s exciting, stimulating and inspiring to work on a great brand. But the rise of ad-blockers proves something no-one wants to admit. Brands are failing to maintain interest. Consumers want out of the messaging. Literally.
In the U.K. the 60th anniversary of the first British TV ad is encouraging most marketers to look in the wrong direction: backwards. TV ads remain the great tool of modern marketing and marketers there and in the U.S. would be crazy to forget it.
