The Truth About “Creativity” In Advertising
In stark contrast to the notion of a “spoonful” of entertainment, most ads from highly successful branding campaigns are two-thirds to ninety percent entertainment.
2023-10-16T17:39:29+00:00By Jeff Sexton|
In stark contrast to the notion of a “spoonful” of entertainment, most ads from highly successful branding campaigns are two-thirds to ninety percent entertainment.
2023-10-16T15:22:14+00:00By Joe Hamilton|
While billboards can be pricey, they’ve actually become a much better value over the last decade, with the price dropping compared to other forms of media.
2023-10-16T17:39:38+00:00By Jeff Sexton|
WHO are you talking to, and WHEN are you talking to them? That’s the essential difference between Direct Response (DR) and Branding.
2023-10-16T17:39:59+00:00By Jeff Sexton|
Should your ads directly attack your competition? Should they make direct comparisons between your product and service and the competitors?
2023-10-16T14:57:33+00:00By Roy Williams|
Brandable chunks are memorable, micro-differentiators. They are refined from average advertising in the same way that hi-octane gas is refined from crude oil.
2023-10-16T14:57:41+00:00By Roy Williams|
Gold, for thousands of years, has been the world’s only truly secure investment. The economy ebbs and flows, like the tide. It always has. It always will. But gold is like the Rock of Gibraltar.
2023-10-16T17:40:11+00:00By Jeff Sexton|
Done right, Brandable Chunks will shape and reframe how people perceive your company. Just like they changed a behind-the-times whisky into a badge of masculinity and tradition.
2023-10-13T15:24:19+00:00By Kevin Skaalure|
Sometimes in creative corners, collaboration is a four-letter word, like “Nyet.” But, recognizing a good idea and building on it is a resounding, “Da” (Sounds like DUH.)
2023-10-16T17:40:38+00:00By Jeff Sexton|
The most powerful participatory ads are ones that force MENTAL participation from the audience. Ads that cause the audience to connect the dots themselves. To fill in the blanks.
2023-10-16T17:40:48+00:00By Jeff Sexton|
With the right sound effects, listeners have no choice but to visualize the scene you set forth for them. It will be a purely reflexive, automatic reaction.
2023-10-16T17:40:57+00:00By Jeff Sexton|
The first two of the Three Little Pigs are mirror characters. You only appreciate the third pig’s success after witnessing the failures of the first two.
2023-10-16T17:41:07+00:00By Jeff Sexton|
Psychologists refer to it as "narrative transportation." If you can transport listeners into the story, the ad becomes more persuasive.
2023-10-16T17:41:20+00:00By Jeff Sexton|
Starting with Superman and extending to every superhero thereafter, every character “launches” with an origin story.
2023-10-16T17:41:45+00:00By Jeff Sexton|
When a heart attack took Gert Boyle’s husband away from her in 1970, she found herself at the helm of a struggling outerwear manufacturer.
2023-10-16T17:41:55+00:00By Jeff Sexton|
Once your imagination creates a vivid mental image, that image works its persuasive magic even if your logical brain says it's a joke or BS.