Reach: Consumers aren’t sat at home thinking about brands
Brands should be bringing their purpose inwards, not outwards, says Reach’s director of market insight and brand strategy Andrew Tenzer.
«people are sitting at home thinking about what a brand thinks or believes on a certain issue is not true”.»
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Context-dependent memory means we recall things better in the same contexts where we first experienced them, which is key for point-of-sale advertising.
If you build a brand without considering its use you’re wasting your time
Borrowing from philosopher Ludwig Wittgenstein, brands should not be defined by what they are, but how they are used. Trying to inject a profound meaning into brand is merely an exercise in ineffective positioning.
Forget personalisation, it’s impossible and it doesn’t work
True personalisation is unachievable due to poor data quality, but it’s ineffective anyway and should be replaced with creative that resonates with everyone.
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