All Blog Posts Tagged 'advertising' (18)

GMC 'Knocks Off' Cadillac

You’re a top General Motors executive with responsibility over the Cadillac and GMC SUV businesses. You’re responsible for both, but your neck is really on the line for Cadillac. You’ve hired new executives. You’re making serious product investments to bring performance up to a world class standard. You’ve even allowed the Cadillac team to move…


Added by Michael B. Moore on September 5, 2015 at 5:00pm — No Comments

The Strategy of Image Advertising

Image advertising can be one of the most powerful tools in all of marketing. Beyond simply telling what a product does, image ads encourage consumers to actually feel more about a brand. And it is in those feelings that meaningful brand equity, loyalty, and consumption growth can be best stimulated.…


Added by Michael B. Moore on March 27, 2015 at 9:30pm — No Comments

Bridging The Gaps, The Love of Marketing - Presentation Deck

Over the past four days I have posted chapter summaries of my just finished book, 'Bridging The Gaps, The Love of Marketing'.  It offers a hypothesis about how and why consumers create emotional attachments to the various brands in their lives.  It sheds light on the 'physiology' of branding, offering keen insight into how to more effectively…


Added by Michael B. Moore on April 3, 2014 at 10:30pm — No Comments

The AMA Gets "Brand" Wrong

“Brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”

American Marketing…


Added by Michael B. Moore on March 20, 2014 at 12:30pm — No Comments

Advertising is Art, But Art Is Not Advertising.

What I mean is that advertising is a subset of the much broader creative world of art.  It is a commercial execution of art.  It's art for a purpose; to sell stuff.  The creativity behind advertising comes from the essence of art.  

That said, art itself is - of course - not advertising.  It is not…


Added by Michael B. Moore on February 5, 2014 at 3:30pm — No Comments

When Advertising Insults The Consumer


Added by Michael B. Moore on December 2, 2013 at 12:30pm — No Comments

Everything Communicates in Branding

I had an experience over the weekend that brought into focus one of the most important laws of branding.  I frequently talk and blog, and always advise clients, about the importance of understanding that absolutely…


Added by Michael B. Moore on November 13, 2013 at 11:00am — No Comments

Where Are The Women Creative Directors?

A recent Advertising Age magazine included an ad for a conference entitled "What Women Want From Brands".  In it were the jaw dropping and gargantuanly…


Added by Michael B. Moore on May 6, 2013 at 10:30am — No Comments

5 Tips On How To Pick The Right Ad Agency

For most b2c companies, a high-performing brand is the most productive path to growth.  Branding connects your business to more consumers with compelling messages that encourage them to buy more of what you're selling.  Advertising…


Added by Michael B. Moore on October 31, 2012 at 9:00am — No Comments

Defense Wins Championships!

Throughout life, there are many instances where a balance of two factors is required for something to be its best.  Think about it, the heart and head, Yin and Yang, male and female, positive and negative polarities, etc.  In advertising, it's really no different.  For an ad to be its…


Added by Michael B. Moore on July 21, 2012 at 10:00pm — No Comments

Brand For One, Brands For All: A Manifesto

Perhaps the most powerful tool that any B2C company can have to drive sustainable growth for their business is a strong brand.  Rooted in consumer insights, brand strategy, and compelling creative, a brand is a vehicle that both disseminates…


Added by Michael B. Moore on July 12, 2012 at 1:00pm — No Comments

Ogilvy on Advertising

“I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting you buy the product.”…


Added by Michael B. Moore on July 2, 2012 at 11:00am — No Comments

Advertising Is A Lifestyle





Added by Michael B. Moore on June 30, 2012 at 7:30am — No Comments

The Problem with Cannes Lions

The Cannes Lions  spectacular is going on now.  You know, the annual homage to advertising in the south of France.  They describe the event as follows:

"Inspiring Creativity is at the heart of Cannes Lions. The Festival is where creative professionals come to debate, learn and be inspired; where the…


Added by Michael B. Moore on June 20, 2012 at 6:51am — No Comments

Women: Consumers vs. Creative Directors

I just saw a statistic that bears some conversation. 85% of brand purchases are made by women, yet only 3% of advertising agency creative directors are women. Is there any logic or business purpose behind this statistic? Has it been established that men know more about women than women do? Maybe its just that women are incapable of creating strategic…


Added by Michael B. Moore on June 18, 2012 at 8:30pm — No Comments

The Resurrection of Advertising

It seems like every few weeks I see a new article proclaiming the death of advertising.  With all due respect, give me a break.  For better or worse, society is becoming even more consumerist, not less.  The fundamental need of companies to share information about their products, brands, and services is getting even more important.  The desire to…


Added by Michael B. Moore on May 22, 2012 at 1:30pm — No Comments

The Nivea Ad or 'The Rise and Fall of Cultural Differences in Advertising'

In advertising, companies are obviously wholly responsible for everything that emanates from them  - their products, their customer support experience, to some degree their retail context, and of course their advertising.  Since every consumer touch point is both precious and contributes to the over-all brand experience, marketers must be sure that each interaction is as strategic as possible.  Not only should every advertising dollar be positioned to create the greatest economic benefit,…


Added by Michael B. Moore on August 19, 2011 at 2:00pm — No Comments

The 5 Drivers of 'Effective Advertising'

There is so much that can be said about creating good advertising that, often, someone looking for guidance can be overwhelmed by it all and not know where to start. I've simplified 20+ years of experience, both from the client side and as an adviser to companies, down to the five most important drivers of good advertising.



Added by Michael B. Moore on September 12, 2010 at 7:00pm — No Comments

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