At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From crowning Walkers’ ‘CrispIN or CrispOUT’ as April’s most effective ad campaign to exploring the resurgence of brand characters, it’s been a busy week. Here is my take.
As students of Ehrenberg-Bass will tell you, an important factor in the success of any brand is mental availability – coming to a shopper’s mind when they are in the market for a product or service you offer. One lever a marketer can pull to achieve this is advertising.