No One Wants To See Your Advertising.
It’s not a book they run out to buy. It’s not a movie they line up to see.
It’s not a show they tune in to watch.
In fact, it’s something they try to avoid.
As an advertiser, you have no right to the audience’s attention. You have to earn it. You have to convince consumers to welcome you into their homes, and ultimately, their heads. You can’t do that if they don’t like you. And they won’t like you until they start listening to you. And that won’t ever happen if your advertising reminds them of advertising.
So you have to entertain them. Surprise them. Expose them to new ideas. Challenge them with new images. Allow the messenger to be as potent as your message. Show them what’s possible, involve them in the process and they’ll reward you with their attention.
Successful brands develop their own personalities, find their own voices, and remain true to them. In crowded categories, discerning “who” a brand is becomes vital. Give the brand an intriguing, engaging personality, and it will rise above the rest.