Not too long ago, a well-known fast food restaurant chain ran commercials with the tagline, "Good Mood Food." The implied promise was that unlike other fast food restaurants, this one would make us feel good. Unfortunately, when this campaign was running, Consumerist.com, in a survey of 115,000 consumers, rated it among the worst commercials in America....read more.
Jim Signorelli's insight:
Your brand's best point of difference is its point of view. In essence, it is your brand's story.
"Story logic provides an important remedy for advertising at a time when consumer skepticism and distrust are mounting. We were humans before we became consumers. As humans, we naturally gravitate to stories and the ideas,experiences and lessons with which they invite us to participate."
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