September 27, 2003

"Out of sight, out of mind" - Does perception sells?

It is very common to hear the expression "out of sight, out of mind". However, the reality is much more ungrateful than theory, and today more than never the empirical evidence shows us that the simple perception or brand awareness doesn't sell. Advertising more than sending top of mind messages to the consumers, must tell them how better brand "X" is for their lives today as it was yesterday. It must create desires and needs. Advertising is much more than winning golden an silver trophies on pretty and creative announcements. Advertising is about communicating brand relevance to its consumers and prospects. Therefore let's start giving them real reasons to choose brand "X".

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