The Founder versus The Character
Lately, it seems, a preponderance of TV spots falls into one of 2 categories. And, when I say preponderance, I mean pretty much nearly every spot you’re likely to see on any given Sunday. (That’s right. I watch a lot of football.)
But it’s not a “lately” thing. These categories have been with us since the beginning of commercial advertising, as has the key decision marketers have to make with the budgets: To drive a sale or build a brand?
Use Pillars to Construct Your Voice
If you’re a copywriter who’s agonizing over getting your client’s voice just right, consider using this Pillar Strategy.
What is Strategic Messaging?
Strategic Messaging is the art and science of speaking with your consumer so that they'll feel you're writing just for them. It's more than clever copy -- it's Strategic Messaging.
Branding That Swings
Here’s a story of how branding (and to be clear, blatant cultural appropriation) created a worldwide musical phenomenon that helped launch the career of one of the most successful entertainment moguls of the 20th century.