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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.
The Role Of Creativity In Advertising

Another season of Super Bowl advertising has passed, and with it has come criticism of the lack of creativity exhibited in the advertising. More than 50% of the 2024 Super Bowl commercials featured one or more celebrities, continuing a trend that began a decade ago. To be fair, celebrities can be a great vehicle for attracting attention and can increase the entertainment value and liking for a commercial. Entertaining and well-liked ads can also increase...

Why Fear Based Advertising Wins

Brands and businesses are talking more than ever about the environment. The percentage of ads tested by Kantar LINK with some sort of social or environmental message (SEM) held steady at 2 percent or less from 2010 to 2019. From 2020 to 2022, it tripled to 6 percent, and is at 5 percent year-to-date. That small percentage is large for a single theme across tens of thousands of ads for a wide diversity of brands....

The Creation Of BMW’s Ultimate Driving Machine Campaign

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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