5 Reasons Continuity in Advertising is More Important Than Ever
With so much having changed in the consumer mindset in 2020, it stands to reason that how we talk to people in advertising, and what we say, should change as well. But how much should it change? While producing updated imagery and messages to be sensitive to this new world is a good thing, I’d argue that producing entirely new advertising is very much not a good thing. Here are the reasons. 1. Familiarity is comforting. In his book...
In Branding, Timing is Everything
‘Timing is everything’ holds true in much of life, and producing well-branded advertising is no exception. When it comes to video ads, the worst thing you can do is wait until the end to introduce your brand or its distinctive brand assets. Studies1 of brain activity have identified a phenomenon termed ‘conceptual closure’: one to two second drops in attention and long-term memory encoding at event boundaries, e.g., often the...
Distinctive Brand Assets Supercharge Advertising Performance
Why do some ads and campaigns succeed, and others fail to engage and persuade? That’s a question with no single, easy answer. However, there is one surefire way to increase the odds that your brand’s advertising will pack more power in the long run. The secret: create, build, and nurture ‘Distinctive Brand Assets’…
What Automotive Marketers Can Learn From Insurance Brands
One industry is thrilling, the other is boring – but the dull one is doing a much better job at advertising.
Why Programmatic Could Be Doing Your Brand More Harm Than Good
The supposed Holy Grail just can’t live up to the hype.
Fresh Data: 99% of B2B Ads Fall Short
How to be part of the 1% of B2B campaigns that deliver results.