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What’s the purpose of brand purpose?

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The first purpose of advertising is to grab the audience’s attention.

That’s it. Nothing more, nothing less. Because if your ads aren’t noticed, nothing else matters. Game over, right there.

Beyond that, though, great advertising comes from either an insight into your product/ brand or insight into your target market.

To my eyes, the most recent Gillette ad is a perfect example of the latter.

Gillette has long sought to ‘own’ masculinity – the essence of what it means to be a man – and they did just that in their newest spot that recently caused such a debate in the marketing industry and even the pages of newspapers.

But what we have to remember is that unlike those who toil away in the marketing industry, or who are paid to comment on popular culture, the consumer really does not care about the convoluted discussions.

They don’t pull apart advertising and deconstruct every word as we do.

They simply watch, maybe have a fleeting opinion, then they move onto the next thing. They may, or may not, have learned something which they will use in the future, consciously or subconsciously.

But a recent study showed that despite this very obvious truth, 75% of consumers worldwide........

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