Humor is attention-getting, memorable—and persuasive
It’s the funny ads that go viral. And funny ads regularly clean up the Clio awards, advertising’s Oscars. Marketers have always relied on humor, but now brain science is helping us understand why it works so well—and how best to use it. Read More
Patrick Hanlon’s Primal Branding taps into belief systems—and neuromarketing
Before I even knew about neuromarketing, I was inspired by Patrick Hanlon’s book Primal Branding. Patrick’s premise is that brands are belief systems. Like all belief systems, they consist of seven pieces of what Patrick calls “primal code”: a creation story, a creed, icons, rituals, sacred words, nonbelievers, and a leader.
Now, Patrick’s work can sound all highfalutin or academic, but his approach can be more…earthy. (This is “not the same old branding bullshit,” he writes.) And he has the chops, having worked on brands like Absolut, UPS, John Deere, Pepsi, and LEGO at big-boy agencies TBWA, Ogilvy, and his own Thinktopia. Read More
Podcast: Play in new window | Download
Synaptic Branding for Your Ears
After a string of people suggested podcasting the blog, we obliged! We’ve started with a few of the favorite posts, and will expand from here. Great thanks to the talented Dennis Crommett for production and theme music!
Chime in: What posts would you like podcastified?
Podcast: Play in new window | Download
© 2009-2010 Bidwell ID, INC | All rights reserved
Follow us on Twitter
Find us on Facebook
Subscribe
Podcast: Sex Doesn’t Sell Products
(although it does a good job of selling itself)
This is a repost—with a new accompanying podcast—of one of our most popular blogs.
I have a long-standing vision of myself as the big advertising art director. I’m donning peg-leg Armanis with a tight crotch, and sporting a flowing Diesel Sevento shirt. My face is perfectly framed by Calvin Klein glasses. (Hey, I’ve already got those!) I’m directing a beautiful young model to take off more of her clothing. “Look honey, you’re not back in Kansas now, baby,” I would purr, “We’re in Florence, Massachusetts, and in Florence, sex sells.”
Read More »
Podcast: Play in new window | Download