Product + Personality = Brand
Sir John Hegarty & David Bowie
HSBC – the lift
A wonderful B2B advert
Build ‘mental availability’
“A lot of advertising is geared to persuasion rather than building mental availability. Persuasion is about assuming you’re in the room and you’re arguing your point, whereas mental availability is about getting into the room.”
Jenni Romaniuk, Ehrenberg Bass Institute
Great things come from effort. That’s true of both music and marketing communications
Instruments are honest. If you don’t practice, you suck … you gotta put in the hours
David Bryan, Bon Jovi keyboard player
This Swatch advert caught my eye
Swatch Scubaqua
A few key planning questions for all marketing communications
What customer response do you hope for (and what will stimulate that response)?
What customer problem are you solving?
What is the real impact you will have on a customer’s life?
Why should the customer trust you?
Fun advert for a breath freshener brand
True economic growth is driven by innovation which is powered by creativity – the ability to imagine “what could be”
Sir John Hegarty, creative legend
Bite-Sized Marcomms 