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Good Copy’s Invisible Cargo

Good Copy's Invisible Cargo

Writing copy for advertisements is much closer to writing poetry than prose.

December 4th, 2008 | NO RESPONSES »

Brand awareness, resonance and relevance

Brand awareness, resonance and relevance

Companies that move beyond brand awareness to brand resonance and relevance are the ones whose products and services provide not only quality but also a constellation of positive experiences. Most people’s purchasing decisions—from dishwashing detergent to luxury sedan—are based not on methodical research and rational choices, but on emotion. If we aspire to be savvy marketers, we must acknowledge, whether we like it or not, that we are in the business of emotional branding.

November 18th, 2008 | NO RESPONSES »

Does Advertising Work?

Does Advertising Work?

Many of you have likely heard the cliché, “I know half of my advertising works, I just don’t know which half.” Actually, it’s more like 1% to 37.3% of your advertising works, depending on who you talk to (Seth Godin or Rex Briggs), and whether or not you’re using traditional media and a traditional media mix vs. alternative and targeted media. That’s because, as consumers, we’re tuning things out. If you’ve paid attention to media effectiveness reports for a while now, you already know this (but why would you?).

June 9th, 2008 | NO RESPONSES »

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