Exploring the Message Myth



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.    


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