The objective of a brand promise is to identify a key need, desire or want based on a consumer insight, and then position your brand as the solution provider.
A campaign must balance creativity and communicating the brand promise.
Along those lines, I always keep my eyes open for ads that achieve two objectives.
- Identify an extremely compelling reason to buy
- Create an emotionally engaging message
It’s rare that I’m impressed. The Honda CRV campaign created by agency mcgarrybowen, however, astounded me.
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