In Branding, Timing is Everything
‘Timing is everything’ holds true in much of life, and producing well-branded advertising is no exception. When it comes to video ads, the worst thing you can do is wait until the end to introduce your brand or its distinctive brand assets. Studies1 of brain activity have identified a phenomenon termed ‘conceptual closure’: one to two second drops in attention and long-term memory encoding at event boundaries, e.g., often the...
Old, Familiar and Effective!
It’s been interesting to see an emerging trend in which a number of major advertisers have started re-using old TV commercials. For some time now, the conventional wisdom has said that the only way to attract the attention of today’s consumer is with the fresh, new and different. So what’s going on here?
Distinctive Brand Assets Supercharge Advertising Performance
Why do some ads and campaigns succeed, and others fail to engage and persuade? That’s a question with no single, easy answer. However, there is one surefire way to increase the odds that your brand’s advertising will pack more power in the long run. The secret: create, build, and nurture ‘Distinctive Brand Assets’…
Is Advertising Research Focusing on the Wrong Side of the Equation?
For advertising to succeed, the creative content matters. Of course it does; few would argue that good ads are not more effective than mediocre, or bad, ads. But looking at all the emphasis on media placements in in-market advertising research, you’d think media placement issues are all that count.
Cracking the Code of Consumer Decision-Making
The power of System 1 in advertising is that rare buzzed-about concept that lives up to its hype. Data and insights gleaned from Communicus’ years of measuring System 1 in advertising reveal just how vital these cognitive dynamics are for brands…
How Advertising Can Build Brands’ Mental Availability to Consumers
No Super Bowl budget? No problem.