Why do people choose one brand of an identical item over the other? Is this based on purely rational thought? Or could it be because of brand experience, and pre-existing notions of the brand? This article states an example where a particular tea company was successful not because of the actual product, but because of the memorable advertising message. Most ads look similar, but because this one had a unique look and feel to it, when most people were pressed to find the tea, they recalled this funny commercial.
Well, this is the traditional advertising thought, where a distinct message or idea will ensure that the advertising message is ingrained with the viewer from a conscious level. It is wrong. The author argues that ads should create sale-ability versus to create sales, and to exploit “analog” communications, that is, communications that are set-up implicitly, and are unconscious thoughts.