Today, with a host of parity products available to the consumer, advertising is war. To formulate effective communications you can follow the methodology used by the armies of the world(SMESSCS is a model of the U S Army).
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Remember these pointers while creating any advertising communication: Where are we? Why are we there? Where do we want to be? How do we reach there?
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Storytelling means using a narrative to communicate a brand message. It humanizes the brand. Makes the viewer feel something — enough to inspire them to take action.
Great advertising aims to own a slot in the prospect’s mind. By presenting the truth in a refreshing way. Honesty is the best policy in advertising too.
Featured here: a billboard for Araldite that won an award.
Entrant: FCO Univas Limited, Client: Ciba Geigy Limited,
Country: United Kingdom, Year: 1983
Communication is an art. It can never be formulaic. You have to find out the best way to reach your target group.
If you think outside of the box, you’ll be able to connect the dots in an original and creative way.
The Gordian Knot is an ancient Greek legend associated with Alexander the Great. It is often used as a metaphor for a seemingly unsolvable problem (untying an impossibly tangled knot) that is solved easily by taking an ‘out-of-the-box’ approach (in this case, Alexander, instead of unraveling the knots cut through them).
This is what one of the early proponents of Brand Purpose, Simon Sinek, says: “People don’t buy what you do; they buy why you do it. The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe.”
