Create an involving + positive experience across all media
To affect behaviour desired
The strategic route to achieving our intended goals
Shift focus from functional to emotional benefits
Build consistent long-term Brand Equity + Ensure that all brand communication delivers a clear, relevant and competitive consumer benefit
What is the purpose of this communication? How does our Communication fit into the life of the brand?
Clear definition of the role of our brand communications
Help you achieve best scores in tracking research for ‘likeability’ of brand vs. competitors
Help create ideas that people remember.
LINES OF CODE
Establish goals, identify alternative routes, weigh up the risks, potential benefits and decide which route is likely to be effective, within your financial limitations.
In advertising, not to be different is virtual suicide.
Advertising is an environmental striptease for a world of abundance.
The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its 'product' cannot be turned out on an assembly line.
The most powerful element in advertising is the truth.
If advertisers spent the same amount of money on improving their products as they do on advertising then they wouldn't have to advertise them.
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.