How to flex brand context to improve brand content

Offers eight ‘frames’, from emotional, to historical, that can be used as a practical guide in designing content to align with context.

Context’s role in advertising engagement

This article is part of a series of articles on context’s role in advertising engagement. Read more.

Context changes everything. Haven't we all heard or said that often in everyday conversations? And what is true in everyday communication is true, perhaps even more so, in predesigned deliberate advertising communication.

Context is defined as the general situation in which something happens which helps to explain it. Context comprises the words surrounding a particular word that help to give it meaning.

Context is hard for many people – especially outsiders to the situation – to...

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