How Brands Build Consumer Confidence In Uncertain Times
March 26, 20253 min
In uncertain times, a promise is not enough.
NEW THINKING
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Advertising - Page 2 of 77 - 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.
Why Marketing Is About Wants, Not Needs
March 24, 20256 min
From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly—yet often overlooked. So, this year, I want to share some snippets for your consideration. I hope they’re helpful. This week’s thought: Marketing is about wants, not needs.
The Formula For Iconic Advertising Campaigns
March 11, 20254 min
Marketing leaders often focus on creative execution as the key to advertising success. But the most effective campaigns don’t start with creativity; they start with strategy.
Why Consumers Resist Marketing
March 5, 20255 min
From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly—yet often overlooked. So, this year, I want to share some snippets for your consideration. I hope they’re helpful. This week’s thought: Clutter is people’s first impression of marketing.
Brands Face New Levels Of Consumer Anger
January 8, 20255 min
An angry undercurrent of frustration with brands haunts the marketplace.