Why would Pearle Vision ground its new brand positioning with a spot about a little boy who doesn’t need glasses?

“People make emotional decisions before they make rational choices,” offers Doug Zarkin, Pearle’s chief marketing officer.

A corresponding motivation? “The business wasn’t moving in the right direction. And that’s an open invitation to think differently.”

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Doug Zarkin, chief marketing officer, Pearle Vision

In the particular case of the national eyewear retailer, “People tend not to trust chain eye care brands,” Zarkin told delegates at the Association of National Advertisers’ (ANA) 2018 Data and Measurement Conference. “And why should they, when the category has become obsessed with promotions, prices, and out-discounting the competition?”