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Advertising - 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 David Stewart
Most Advertising Problems Are Not Advertising Problems
Advertising

Most Advertising Problems Are Not Advertising Problems

April 1, 20265 min

There is much angst about the state of advertising. Various commentators in the industry and in the general media have bemoaned a creativity crisis, which is attributed to everything from short-termism to artificial intelligence to the fragmentation of media. There is some evidence that advertising’s persuasive power has declined in recent years. It is less clear that this decline is attributable to a lessening of creativity in advertising. If advertising fails to deliver results, the...

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by Jim Meier
Years Of Marketing Underinvestment Catch Up To Kraft Heinz
Advertising

Years Of Marketing Underinvestment Catch Up To Kraft Heinz

September 4, 20253 min

Kraft Heinz recently announced a planned split into two separate companies with the goal of improving operating performance and accompanying shareholder return for each of the successor entities. This announcement has generated significant coverage in the business and financial press, with much of this coverage focusing on the challenges Kraft Heinz has faced related to changing consumer tastes and preferences. Additionally, many other companies in consumer products have lamented recent softness in consumer spending across...

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by Walker Smith
How Brands Can Earn Attention
Advertising

How Brands Can Earn Attention

September 30, 20244 min

Attention matters. Marketing doesn’t work unless and until consumers pay attention. As the Advertising Research Foundation summed it up, attention is the “crucial bridge” between ad delivery and ad impact. How attention works and how to measure it are front and center nowadays, with big initiatives by trade groups like the ARF, WARC, IPA, MRC, IAB and, unsurprisingly, The Attention Council, and by practitioners such as Kantar, Dentsu, Infillion, Microsoft, GroupM and Google, among others.

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