Today’s post is the first in a new series titled “Decoding Creative Advertising” In my experience the sobriquet “creative” applies to a very small number of advertising campaigns. Campaigns that are created by people who break the rules of advertising not because they can but because their mastery of them allows them to transcend them. I undertake the decoding of some such campaigns as an exercise in refreshing the sense of possibilities inherent in the art of advertising.
Building emotional equity is a keystone of brand-building. Today’s post takes a look at processes that can inject some science into the art of building emotional connections with consumers.
Market research can do with a overhaul. This post briefly examines why, what and how.
This post examines a rarely used advertising strategy in the context of the 25th anniversary of a world-famous advertising campaign. It also highlights an unusual research strategy that was causal in creating the iconic campaign.
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