Advertising used to be about smoke and mirrors. The smoke was sometimes literal ("Sophisticated women smoke Virginia Slims!") and the mirrors reflected who we were and/or wanted to be ("True Americans buy Ford").
But today, “BEST IN THE WEST” billboards are no longer effective because consumers’ expectations have changed. Every purchase is mere clicks away; there are increasingly few strangleholds on distribution, proprietary sales territories, patented common goods, price or quality differentials.
Today’s most evocative advertising targets something else: purpose. Society now expects brands to do more than make money; we ... Read More