Effective Communications Begin with the Brand
We all remember great ads. But do we remember what they were trying to sell us? This is the No. 1 aim for advertising, But, surprisingly, many marketers don’t achieve it. Marketers must start with the brand in the earliest conception stage, and weave it throughout the storyline architecture at opportune points. There are several tried and true techniques to ensure success.
PEOPLE DON'T REMEMBER ADS; THEY REMEMBER STORIES
We all remember great ads. But do we remember what they were trying to sell us?
This is the No. 1 aim for advertising, But, surprisingly, many marketers don’t achieve it.
Marketers must start with the brand in the earliest conception stage, and weave it throughout the storyline architecture at opportune points. There are several tried and true techniques to ensure success.
How to Integrate the Brand:
• Brand Presence: Recognisable brand shots or mentions at pivotal moments
• Distinctive Memory Structures: Elements—celebrities, jingles, tonality—that help identify the brand
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