The Anti-Hugh

Tom Asacker writing on 800-CEO-READ this morning shares this pearl:

For the record I don’t believe in the death of ordinary, or anything else for that matter. Take advertising. If I hear someone predict the death of advertising one more time, I’m going to throw up. Advertising is a huge brand enhancer. Sure, it needs to evolve to keep up with today’s skeptical and sophisticated audience. But it is certainly not dying.
The key to brand success is to understand the desired feelings of your audience and deliver that feeling with unique and relevant products, services and communications. If you can bring your diet conscious audience those feelings through innovative packaging, then do it! If you can bring your beer drinking audience those feelings through advertising, go that way.



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.