Beautifully done – The Sunday Times Culture
Classic McDonalds advert
Ordinary is the enemy
Andy Weir, founder of agency ‘Born + Raised’
How customers perceive you is dependent upon how they perceive your rivals
“My total impression of any brand is made up of my experience of using it and whatever I have received, digested and accepted from the communications about it. Perhaps most important, my view of a brand’s personality depends on my impression of its competitors. Everything is relative…
How much our brand will appeal to people will depend on its relationships with competitors. This means that advertising [or other marketing communication] objectives must always be set in terms of: the changes desired in our brand; and comparison with other brands.”
JWT Planning Guide
Brand advertising… makes things sellable, rather than selling things directly.
Faris Yakob, Founder – Genius Steals
Advertising concept for a well-known surf brand
A simple way of delivering a core message
A powerful recent campaign from Stabilo
If your marketing communications don’t make people feel, they’re not optimal
“We know that when people feel emotionally connected to a brand they are 52% more valuable (Harvard Business Review) – they create more profit for companies. It’s no surprise – making someone feel ignites their brain and earns you a small corner of their memory, which in turn drives their behaviour.
Making people feel – it’s essentially our safest marketing strategy.”
Bite-Sized Marcomms 