In the creative communications industry, it feels vital to find exactly the right words but, Malcolm White asks, why not use malapropisms as a resource to define a brand’s essence and values? Close to...
Tom Ewing, Head of Communication at System1 Group, explains how to use Fluent Devices to deliver brand-building impact and why these long-term brand-building strategies continue to deliver better business returns.
David Taylor, Market Leader, Quarter 1, 2015, pp. 49-51
This article discusses the the importance of brand familiarity, and argues that any changes to branding should be carefully considered and gradually implemented to ensure valuable brand associations in the memories of consumers are not lost in the change.
Erlinde Cornelis, Leen Adams and Veroline Cauberghe, International Journal of Advertising, Vol. 31, No. 2, 2012, pp. 397-420
In a 2 (ad tone: emotional versus rational) × 2 (ad’s regulatory focus: prevention versus promotion) × 2 (viewer’s self-regulatory focus: prevention versus promotion) between-subjects experimental design, the effectiveness of fair trade campaigns is tested.
Millward Brown Knowledge Point, April 2011
When well-used and oft-repeated, a slogan can become part of the fabric of a brand. But how do you build a strong connection between slogan and brand? It's not simply a matter of tacking a slogan onto an ad, because an ad with a slogan isn't necessarily more effective than an ad without one.
Paul Feldwick, Admap, January 2011, pp. 50-50
Paul Feldwick is asked to consider the question, "Has the amount of time we spend online shortened our attention spans, and has this led to the demise of long copy ads?" Both sides of the debate over shorter attention spans is considered and the demise of long copy ads can be traced back to long before the internet revolution.
Merry Baskin and Kate Waters, WARC Best Practice, August 2017, pp. 36-37
This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.
Brian Carruthers, Event Reports, Neuromarketing World Forum, March 2017
This event report describes how Coca-Cola, the US multinational soft drinks manufacturer, has developed a system to process and test its many ads across Western Europe, using neuro-testing methods to inform creative and development processes.