Ignore The Soundtrack, Hear The Speaker

Friend of AdPulp, Sally Hogshead, was in Toronto last week as part of The Art of Marketing conference. Here she is responding to some of the conference participants’ questions about her new book, Fascinate: Your 7 Triggers to Persuasion and Captivation.

I like how midway through the video, Hogshead says, “What branding is about is taking something that is not innately fascinating and making it fascinating by giving it meaning.”
In the ideal world, all products and services would be fascinating and there would no longer be a need to make them so, but until we reach that future state of enlightenment and balance, companies with commodity goods and companies facing intense competition will continue to need our help.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.