If you execute everything well in your campaign, you may be effective in brand communications for only a mere 30%.

When does the category come to mind? That is where your brand should pop up too. Claiming these category entry points enhances brand salience and therefore sales.

Is this a good or bad example?

A broadcast radio brand chooses to give ‘listening at work – alone or with collegues’ a major role in advertising.

Emotion is a driver in advertising to get and never loose attention of our audiences. As long as the door is open, brand building continues. This is why displaying emotional benefits of your brand over functional benefits of your products actually works.

Being distinctive means being unique and standing out – in advertising – without alienating potential buyers from your brand. What do you think:

About 50% of all advertising is waste – because it is not noticed.

Advertising impact depends on the media as well. Multi sensory media in general have more impact than single sensory media.

Stepping stones in your advertising can be:

1. Creating an ad;
2. Creating a campaign;
3. Creating a brand response campaign;
4. Creating an advertising style as brand asset.

Creativity is key in the advertising industry. That is why we should always be able to think ‘outside the box’, because creativity simply can not be structured.