Brands must be bold, not bland.
The extensive work of the ‘Godfathers of Effectiveness’ – Les Binet and Peter Field – has empirically proven that long-term marketing effectiveness comes from building brands with strategically driven creative, that’s compelling, emotionally engaging and used over an extended period of time. This type of brand communication creates enduring memory structures that increase the base level of demand and reduces price sensitivity. We should all know their graph illustrating the ‘The Long and the Short of it.’
Creativity is the catalyst for long-term commercial success and yet again I unapologetically quote the ‘Michelangelo of Modern Advertising’ Bill Bernbach: “It may well be that creativity is the last unfair advantage we’re legally allowed to take over our competitors.”
Be different by design and use that unfair advantage to break through the clutter.