BRAND ARCHETYPING

A couple of articles published in Admap on Brand Archetyping, an approach to defining brands I've developed. It starts from a belief that, at their heart, really potent brands have a compelling story to tell, built around an emotive hero character...

Using Archetypes to build stronger brands (Admap)

What is your story, and who is your brand ? (Admap)

One upon a time (Chartered Institute of Marketing)

ADVERTISING AWARENESS (OR NOT)

From a few years ago now, and from a previous job, I helped develop the theory of Low Involvement (now Low Attention) Processing, with Robert Heath. Has become something of a hot topic, here's where it all started, with a paper from the Y2K MRS conference...

And now for something completely different

A bit more recent, an Admap article stoking the fires of the ad awareness debate, based around personal experience with advertising which was effectively invisible, but had a big impact on brand measures and sales...

Does invisible mean ineffective? (Admap)

21st CENTURY COMMS

What going wrong with advertising ? You can find the answer in this article written by myself and Damian Horner (Mustoes' Business Development Director) for GDR Creative Intelligence (a retail design magazine)...

Why advertising is laughing itself to death

COMMENTARY PIECES

A little something written for Marketing magazine in the UK, on the role of comedy in advertising (for a bit more context, and details of outrageous sub-editing, there's a blog piece on this as well)

Bounty advertising: blokes in dresses

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