How to Shape Human Behavior for Advertisers

How to Shape Human Behavior 2nd Edition – Book Preface Thanks to Olivier Massanella for helping with the print cover of this 2nd edition (paperback available on Amazon), and a very special thank you to the professionals who… Read More

Naming is one of the most important parts of a branding strategy. Brand Jam by Marc Gobé

The construct of an emotional identity is being able to define a brand’s two or three dominant emotions and their order of importance. Brand Jam by Marc Gobé

The best web design is minimal, preferably invisible. Content is what matters, and web design’s only function is to give the visitor access to as much information as possible in the fastest, cleanest way. Graphic Design: A User’s… Read More

A strategy only becomes a strategy if people in the organisation alter their behaviour as a result of it. Freek Vermeulen. “So you think you have a strategy?” (via peterspear)

Since emotions are so potent, it is important to handle them carefully when trying to create an emotionalized brand strategy. Emotions can make or break a brand, and once a mistake is made and you have an explosion,… Read More

A person who prefers a preppy classical look might be a big fan of rap artists or find a safe emotional digression in rap that allows him or her to express a rebellious side. In the nuances of… Read More

Arguably the hardest part of advertising is making the move from creating single execution one-shots to ideas that are big enough to work as a campaign, with numerous executions. Advertising Concept Book (Second Edition) by Pete Barry

The maximum number of elements in a single print ad is six: 1.) headline 2.) sub-headline 3.) visual(s) 4.) body copy 5.) tagline 6.) logo Advertising Concept Book (Second Edition) by Pete Barry

The best branding will not just solicit a community, but help it feel bigger, better, larger, and more robust. Brand Jam by Marc Gobé

Provocation is not a brand strategy, just a short-term tactic to claim the spotlight. Emotional Branding by Marc Gobé

An ad is a chance to grab someone and get him/her to buy your product. A line that requires a yes/no answer is always a gamble, because the wrong answer is immediately a lost sale. In this case,… Read More

If people remember your ad more for how it looks and sounds and feels than what it’s saying, that’s when style has overtaken substance; execution has overtaken concept; and brand has overtaken benefit. But sometimes you have little… Read More

A unique selling proposition, or unique selling proposition (USP), is the ultimate proposition because it’s one that no other competitor can claim. Of course it has to be something that you could also sell from. Most products are… Read More

The tone of voice should be evident. In fact, it’s really important that each execution within a campaign has the same tone of voice throughout. If not, it creates a lack of brand integrity, and the consumer will… Read More

Print advertising is considered to be advertising’s hardest creative discipline, especially compared to broadcast (TV and radio). Think about it, a print ad has to communicate an idea in a few seconds rather than thirty, the images can’t… Read More

Tone of voice. The ‘tone’ of an ad is often dictated by the product’s target group, and/or by the product/brand itself. Usually described in one adjective or more, the tone of voice should be an extension of the… Read More

Headline only, visual only, or headline and visual. The other components might include the product shot/logo, sub-headline, body copy, and tagline. Advertising Concept Book (Second Edition) by Pete Barry

What happens when there’s no obvious unique selling proposition (USP), you can’t find a USP, and there’s no SP you can own first? At this point, your advertising itself becomes the USP. It’s the advertising that sets one… Read More

A poor strategy is virtualy impossible to work from. The three biggest culprits in a poorly devised strategy statement tend to be: 1.) the non-single-minded proposition 2.) the lack of credible suppot points 3.) the undefined target audience…. Read More