Effective Communications Begin with the Brand

4. Picture megaphonePEOPLE DON’T REMEMBER ADS; THEY REMEMBER STORIES 

We all remember great ads. But do we remember what they were trying to sell us?
This is the No. 1 aim for advertising, But, surprisingly, many marketers don’t achieve it.
Marketers must start with the brand in the earliest conception stage, and weave it throughout the storyline architecture at opportune points. There are several tried and true techniques to ensure success.

How to Integrate the Brand:
• Brand Presence: Recognisable brand shots or mentions at pivotal moments
• Distinctive Memory Structures: Elements—celebrities, jingles, tonality—that help identify the brand

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