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Advertising - Page 2 of 30 - Branding Strategy Insider

Advertising needs to be emotionally absorbing. Otherwise, it’s irrelevant, stale and ineffective. The mind is geared to filter out stimuli, requiring emotion to achieve breakthrough. How big is the challenge of trying to secure the awareness – let alone the enduring emotional engagement – of consumers? Huge, of course. People are awash in information and glad to tune out what they don’t need, which is why it is increasingly difficult to create a successful ad.
by Patrick Hanlon
The Creation Of BMW’s Ultimate Driving Machine Campaign
Advertising

The Creation Of BMW’s Ultimate Driving Machine Campaign

July 19, 20234 min

Does anyone remember a time before BMW? Unlikely. The German import has been on American streets since before most people were born. But in 1973, two advertising guys named Martin Puris and Ralph Ammirati ditched Carl Ally Advertising and the Fiat account to rent a hotel room in midtown Manhattan. They gave themselves four weeks to get a paying advertising client. After three weeks, they had no one. On week four, they got UPS. The...

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by Paul Bailey
The Art Of Brandalism
Advertising

The Art Of Brandalism

September 29, 20223 min

There is an image of an advertising campaign poster making the rounds on social media that has been marked with comments that question the motives and manipulative methods behind the design. (See Below) It is a good example of social and cultural commentary being added onto a commercial poster, but it is far from a new idea.

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by David Stewart
One Simple Test For Effective Advertising
Advertising

One Simple Test For Effective Advertising

August 29, 20223 min

John Wanamaker, a successful retailer and merchant, is reputed to have said that “half of my advertising is wasted, I just don’t know which half.” Such sentiments have oft been repeated in the years since Wanamaker’s death. There is no doubt that advertising, with its strong focus on creativity and the use of ever evolving media technology, remains a bit of a mystery. Yet the things that make advertising effective are well known. They have...

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by Walker Smith
Brands Must Amplify Simplicity To Be Heard
Advertising

Brands Must Amplify Simplicity To Be Heard

August 11, 20202 min

The modern digital age exposes consumers to unprecedented levels of information, with much of it coming from brands and businesses. In 1980, 25 years before the advent of the smartphone, Americans were exposed to the equivalent of 10 gigabytes of data per day. 28 years later, in 2008, the human hard drive processed 34 gigs of daily data. Today, Americans absorb roughly 74 gigabytes of information every single day, the equivalent of nine DVDs worth...

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Branding Strategy Insider is published by The Blake Project, an independently owned, strategic brand consultancy with extensive experience helping businesses and brands gain an emotional advantage, a distinctive advantage and a connective advantage.

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