We Know – You Don’t!*

This came out back in ’04 (PBS Frontline: The Persuaders), you remember then – right? Very worthy of watching if you have not done so and really worthy of re-watching to remember this: Advertising campaigns and brand strategy based around how your ad-agency sees the world (pursuit of industry recognition awards, creativity and ephemeral imagery) and not how your consumer relates and operates in the world (consumer benefits) will fail and blow your 12 million dollar advertising budget mmmmmm every time.

You can watch the entire 90-minute episode online here. Enjoy. BTW–Emotional Branding is so 2004!