Largely, this book gave a glimpse into the work which goes into understanding the persona and psyche of the target group. Once this foundation is built , it takes seconds to come up with creative ideas. This book is about the part of iceberg we don't get to see.
Key takeaways:
1] Identify the emotions/reactions which are naturally associated with a product. Then use that. No need to re-invent the wheel. [Cuervo Case Study]
2]Giving a glimpse into what will happen if the product ceased to exist altogether, proved to be an effective ad strategy. [Got Milk Campaign]
3] Try to understand how the product fits in the users life.
Basically, I think there are better books on advertising. Id recommend people to read basic blogs on persona over this book.
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