Creativity + Imagination + Smarts

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Advertising works largely by refreshing memory structures; occasionally it also builds memory structures and creates a preference or intention to purchase. Advertising maintains and builds brand salience via creative publicity. Brands don’t need to worry about having a persuasive message, even when they have one, the message needs to be embedded within a framework of brand links and cues, salience and long-term distinctiveness.
Byron Sharp. “How Brands Grow” quoted by w+k “How advertising really works” (via peterspear)
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