Remember the New Yorker cartoon where two women are talking and one says to the other, “But enough about me. What do you think about me?”
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It’s an implicit equation that has hamstrung Western civilization for at least 300 years, and harmed the effectiveness of advertising equally.
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While the first job of advertising is to get itself noticed, the second job is to be remembered. Otherwise, the third job, being persuasive, won’t typically have a chance for success until the advertising is being experienced directly at the point of sale.
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Breakthroughs in neuroscience confirm what we marketers know in our guts, but sometimes forget in the day-to-day rush of preparing the next ad campaign launch.
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Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world.
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