System1, Unlocking Profitable Brand Growth Webinar Series Chapter 3: Advertising

This episode: Advertising

“An inspiring psychological perspective on how great advertising builds brands and how you can sustain that success over the long term. A must-read for marketers and agencies alike.”

– Janet Hull, OBE (IPA Director of Marketing Strategy)

What to expect from the webinar:

  • Master the 3 Strategic Lessons of Emotional Advertising.
  • Learn how emotional stories drive real growth from case studies like Le Trèfle and John Lewis.
  • Discover Fluent Devices: the ‘secret sauce’ of long-term advertising success (and how marketers lost the recipe!).
  • Discuss the IPA’s (Institute of Practitioners in Advertising) latest findings on effective advertising.

In each 20 minute webinar, presented by two of the authors, Tom Ewing and Orlando Wood, we discuss the key ideas raised by each chapter. These webinars are scheduled to give you time to read each chapter before attending the webinar. All 5 Chapters are available now.

Chapter 1:  Decision-Making: (Watch Recording)
In this first webinar of the series, Tom and Orlando lay the foundations for the rest of the book, discussing the features of System 1 thinking and why it’s so important for marketing.
Chapter 2: Innovation: (Watch Recording)
In the second webinar of the series, we show how System 1 thinking (how humans make decisions) has an instinctive preference for the familiar. For consumers to accept your innovation, embed your great new idea in the familiar to make it Fluent – easy to recognise and understand. Fluent Innovation looks 80% familiar and 20% new.
Chapter 3: Advertising
In the third webinar of the series, we explore emotional advertising. Emotional ads are by far the most likely to create long-term profitable growth. Harness the 7 basic emotions and fluent creative devices to make great advertising. The more people feel, the more people buy.
Chapter 4: Brand-Building: (Watch Recording)
In the fourth webinar of the series, we unveil the 3 rules for building brands: Fame, Feeling and Fluency. Brands should come readily to mind (Fame), feel good (Feeling) and be distinctive (Fluency). The 3 Fs explain current market share, predict share gain and create brand value: they are the keys to profitable growth.

Chapter 5: Shopper Marketing (Watch Recording) 
In the fifth webinar of the series, we reveal how System 1 works in the purchase environment. Don’t create stopping power, which encourages caution and limits sales. Instead, create moving power, enabling shoppers to buy easily and instinctively.

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