Creating an advertising strategy that delivers what it promises is a long process built on coherence. First off you need the magic ingredient that makes your product truly different and better. Then you think profit. And only then comes the Read more “Anatomy of an advertising strategy”
Don’t let them fool you with terms like online marketing, Internet marketing, digital marketing, social media marketing, affiliate marketing, and you name it. There are no such things. They do NOT exist. There is only Read more “Where does the online world fit in marketing?”
Online marketing doesn’t exist.
The Tonality or brand character determines how the brand should be perceived.
It doesn’t have to be directly linked to the Read more “What is the tonality or brand character”
What is the support to the brand promise? The Reason Why, aka Support to the Brand Promise, is part of the Copy Strategy and it helps customers believe the promise (benefit) the brand makes, so it is linked to the brand benefit, if any. It is not always used. When used, however, it must link to the benefit and possibly to the product too; and Read more “What is the support to the brand promise?”
The Copy Strategy determines what to tell customers about your brand, so to win their preference.
What is the Communication Strategy? The Communication Strategy determines how your brand should become familiar among users of the product category.
It includes two sub-strategies: Read more “What is the Communication Strategy?”
An advertising execution is the translation of the Copy Strategy in advertisements. Whether we create it ourselves or we work with an agency, how can we confirm the quality of the ad beyond “I like it” and gut-driven judgment? Three main elements help us with this endeavor: Read more “How to judge an advertisement”