If you took Psychology 101 back in the day, you might recall a Swiss chap named Carl Jung who wrote extensively about dream symbolism, the collective unconscious and a cool thing called, “Archetypes”. Turns out, understanding more about archetypes, can help us understand a lot more about ourselves and why we choose the companies and brands we do.
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The Super Bowl—or more descriptively: the biggest marketing event of the year—generates a lot of hype among Americans. The game itself is supposedly the main event, but the advertising has become a bigger point of interest for many. So, what will it take for advertisers to provoke consumer engagement this Sunday?
There are lots of 2015 predictions out there. Some are obvious. Some not so much. As 2015 rolls on, we look beyond the trends already gaining momentum to ask what the bigger story might be. What will set the leading brands apart from the rest in the minds of consumers in the coming year? We see three big ‘trends behind the trends’ that we think will impact both consumers and brands throughout the year ahead.
The campaigns that are developed in the ad world are judged day-in and day-out by public opinion generated from the hundreds of thousands of people that are exposed to our messages as well as by the results we drive for our clients. Because of this, the advertising community also strives to continually challenge itself to break out of the norm, impact culture and open doors for brands.
After the onslaught of television spots, radio ads, direct mail pieces and digital banners, it likely comes as no surprise that 2014 was another record year for political ad spending. The explosion of ads is due in large part to the 2010 Citizens United decision by the Supreme Court, which lifted bans on political spending by corporations. Though the final numbers have not been released, analysts say the 2014 political advertising spend will climb past $1.2 billion nationally, with the bulk of those dollars going to local TV.
For years, advertising agencies have sought out, valued, and fiercely competed for awards and recognition for their creativity. They’ve sometimes been criticized for their pursuit of creative awards, under the assumption that business results should come first. Has anything changed? Could a focus on creativity be a new driver of business success? Several studies, and business leaders, seem to think so.
As Colorado’s tax-exempt 529 college savings program, the majority of CollegeInvest’s enrollments come through its website. Yet over the years the organization had added more and more content to the site, and prospective enrollees, especially grandparents, found it increasingly difficult to navigate.