Hasta La Creative!

Category: Beyond Madison Avenue
Summary: Sometimes the best advertising is the type that simulates the thinking of the consumer the brand is targeting.

The above statement sounds weird. Of course the brand wants to build advertising in the way consumers think, but sometimes the way marketers think that consumers think and the way consumers actually think are different.

Look at the athlete.

When the athlete answers the “What’s in it for me?” question, more than likely the answer is making the athlete stronger, faster, more ambitious, more focused, less tired, less fatigued, and so on. But in the midst of actual performance, the athlete isn’t…