Apple, Sony, Bose, Ford – strong brands with great marketing try to move us from clueless to curious to customer by leveraging what we know – or don’t know. Learn about the 3 Knowledge Phases driving each of us as we research and consider, with real-world examples of how brands connect their messaging to our minds.
Some excellent insights here and in particular how Apple targets each device to each group of potential customers.
Other than being informed about a product by an ad, I don’t think I’m often persuaded to buy from an ad. I see advertising as mostly ineffective.
I wonder if the best ads are the ones where we believe we have not been persuaded, but we actually have without knowing?