Creating Story Appeal On Demand (Part 2)
Attitude imbalances are the most useful for advertising — especially for branding — because they speak to and most directly reveal personality, character, and values.
Images, “Truthiness,” and Forced Participation
Recent psychological studies show that statements accompanied by related images are considered more believable than the same statement without an image.
Coffee and Whisky Marketing — Not So Different
Bond with customers over personality, attitude, and values first.
Make the Logo Smaller?
Advertising creatives and graphic designers groan at a client request to “make the logo bigger.” And both the request and the reaction are entirely understandable.
Billboards, Outdoor, and Ambient Advertising
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.