A Little Story About Advertising
I saw this little story years ago, though I don’t remember the source. I wouldn’t be surprised if it didn’t come from David Ogilvy, the 60′s advertising icon. In any case, it makes a valid point. Enjoy.
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?
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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