The advertising landscape has gotten vastly more complex than in past decades, due in part to the fragmenting of what used to be fairly distinct, well-defined audiences into ever-smaller and more individualized groups. In this kind of market, it is not enough to just convey facts about what your product can do, you have to find a way to use creative elements to build a narrative that will weave together different elements of your advertising into a coherent story. Conveying an idea or concept of your brand is a better way of making potential consumers see its value.
- When the author started created commercials in the 1990s, they would ask the office cleaner to watch it while they take out the trash.
- The task of asking the cleaning crew at this ad agency to watch commercials became a habit that they began putting it on their resumes.
- When the path from the media to the consumer was direct, their approach was a good one but in today’s world, everything communications wide has gone hyper.
"All the science you needed in that world was a basic knowledge of storytelling and a sound intuition about consumers — and one could infer if an insight was relevant and a story well told simply by asking people."