An Experiential Marketing Rant...

What's that I say? Content is queen in the world of advertising?

You betcha'

I've said content is king in other domains, but when it comes to advertising content is queen.  Which, of course, raises the obvious question ­ What is king?

Connected meaning and relevance is the king of advertising .  Without it - you simply have a seemingly pretty form of art.

One can have the best content in the world in an ad, but if the content isn't connected in a meaningful and relevant way then you'd be hard pressed to remember who even created the ad.

BRAND RECALL ='s ZERO

The ad was funny? So what?
The ad had killer visuals? So what?
The ad was entertaining? So what?
The ad was creative? SO WHAT?

If the ad's creative doesn't creatively make the ad meaningful and relevant than I would argue that it was just a nice piece of art...or a cool short 30 second video.... or a... you get my point:)

The most important part of the creative process is connecting to the audience on as many levels as possible through brand relevant communications.

OK. Back to bed....I feel better now

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