When was the last time you made your customers feel something?

Watch television for a couple of hours this evening and, along with the entertainment of your choice, you’re also going to be exposed to a large array of commercials. Many of these will be instantly forgettable: it doesn’t matter how many times you see them you probably don’t remember them or what brand they’re trying to sell. Others, however, will catch your imagination and pull on your emotions, to such an extent that you may find yourself remembering them and even sharing and talking about them with others later in the day. But what is...

Find a positioning, not a position.

It's ironic that a business built around designing and implementing advertising and branding strategies for other businesses could itself struggle with branding and positioning - and yet across the world advertising agencies are suffering from the same problem: Most of them are boring and they all look and sound the same, fat and without an accurate(and unique) positioning! Browse a few ad agency websites and you’ll soon start to see it for yourself; their pages are filled with bland marketing copy which reads almost exactly the same from site to site. It’s no wonder that...

Who washes whiter?

Have you ever compared different detergents? Who washes whiter is the same question that adv agencies's customers asks. Why? Because agencies are exactly like detergents. Same white, same chemical elements, similar pack, different price. So, how choose a detergent? Choosing the one recommended by friends, the one with the most beautiful pack, the one that has invested more in advertising, the one with the "best" components, or one that costs less? And yet, I should pick the one that washes better. Friend's advice. Well, there are not many things to add. Friend's advices, are always...