A good ad is many things: strategic, persuasive, targeted, an investment, original, and creative. However, one of the most important attributes is connectivity.
Stephen Nachmanovitch, famed author, lecturer, and improvisational violinist, discusses the French word bricolage in his book, “Free Play: Improvisation in Life and Art”.
No, not with handcuffs and a badge, but with simple, compelling images—the critical first step towards meaningful engagement.
There are so many brands, so many choices, so many claims, so much clutter. It’s not good enough anymore to be “pretty good” at everything. You have to be the MOST of something.
Too many brands are caught up in collecting numbers (any kind of fan) instead of collecting AND connecting with fewer, but more passionate fans (a specific kind of fan). However, “passion” is exponentially more effective than the former. Being “loved” wins over being “liked” every time.
If you don’t know, don’t feel bad, you’re in good company because many of today’s business leaders couldn’t tell you either. Maybe this story will help to clarify.