Great Creative Advertising

Categories: Advertising · Brand Strategy · Creative StrategyLeave a comment

  What makes some creative advertising great? Simplicity, clarity, aesthetics? In their text, Creative Strategy in Advertising, Bonnie Drewniany and A. Jerome Jewler say that, “Creative ads make a relevant connection between the brand and its target audience and present a selling idea in an unexpected way.” There are three important components, but it’s the unexpected element that sets truly great ads apart from the others. “Creative ads make a relevant connection between the brand and its target audience and present a selling idea in an unexpected way.” —Drewniany & Jewler Effectively connecting any brand to its target audience requires a…

Identity & Perceptions

Categories: Brand Strategy · IdentityLeave a comment

Few things are more exciting than building a new identity or refreshing an existing one. It becomes a part of all advertising and communications—a visual representation of the brand. Excellence in this area is not measured by how cool the logo looks or how clever the tagline reads. None of this matters if the target audience gets a wrong impression. This is particularly bad if it’s a first impression. A successful identity helps audience members form perceptions that are expected and favorable, leading to trust and advocacy for the brand. “You can turn a page and, before you really comprehend…