The Law of Fascination by Reg Bryson











“Me too” kind of thinking
The Law of Fascination demands a more positive and proactive attitude
to advertising: People now buy in repertoires.
The advertising industry may have been wrongly convinced of exactly
what advertising is capable of.
The Strong Theory – that advertising is indeed persuasive
The Weak Theory – that advertising’s key role is one of reinforcement
or reminder
More commonly held theory is the “weak force” rationalist’s view that
advertising’s primary role is that of maintaining or reinforcing a brand’s
salience among consumers.
“We are told that advertising is, at best, a supporter of other, more
direct marketing activities and a reinforcer of existing attitudes, values
and predispositions.”
Brand loyalty is most markets is a misnomer.
Consumers are purchasing across a repertoire of brands they perceive
to be more similar than dissimilar.
“Brands, the cornerstone concept of modern advertising practice, have
reached a crisis of commodification – no differentiation, no loyalty and
no impact”.
Too many of today’s advertisers seem content to simply follow the
crowd.

CONVERGENCE ADVERTISING




No one is challenging preconceived motions.
Creative advertising is becoming an oxymoron
FACT: “Me too” strategies rarely work
FACT: Advantage does not come from imitation
The extent and serious effect this commercially crippling convergence
force actually has on a corporation is not widely known.

WHAT HAPPENED TO DIFFERENTIATION?



Consumers see most brands in a category more or less the same
CONSISTENCY AND CREDENTIALS > CREATIVITY
Higher need for recognition and awareness than for consumer interest
and involvement
Differentiation remains a critical aspect of marketing.

BE CREATIVE. Advertising's role is achieved by being creative Companies. BLAND PARITY   BRANDS ARE BECOMING GENERIC Creativity in advertising is now more about processing and packaging than about uniqueness or creating differentiation. LOT OF RISKS BE DIFFERENT. Brand names or advertising ideas that merely fit are lost in a cluttered environment. persuasive force capable of transforming a business. BRAND PARITY HAS BECOME. powerful. would prefer to "fit in" than "be famous" "Good is the enemy of the great" has lost to "Close enough is good enough" and "Quick enough is better" (Playing safe!) There has been little support for advertising's true potential: that of a potent. however. Agencies must reward the consumer and be different amidst the cluttered world of advertising instead of merely satisfying the client. BE BOLD! “SAFETY” = MORE HARM THAN GOOD! WHY ADVERTISING IS YOUR MOST POTENT WEAPON Advertising Situation:      Advertising that significantly disturbs the status quo in a market is remarkably rare. True believers of advertising: "The weak approach in this day and age is nothing short of commercial stupidity"  Doing the forgettable is unforgivable . THE DANGER OF SAFETY       A safe brand idea or advertising is actually dangerous because it can delude the company buying it into thinking it will work for them. CONVERGENCE not DIFFERENTIATION is currently the defining force. THROUGH BLAND ADVERTISING.

confidence. When well-used:    Advertising can be the last legal means of gaining an unfair advantage over competition. "Logic will take you from A to B. and unexciting". Differentiation is critical and it works! o It is no longer enough for a brand to be the symbol of "quality. boring. value. o A company will be perceived in the same atmosphere they used to advertise.   It can change attitudes and behavior. CONQUEST ADVERTISING The conquest approach:       The future health of a brand is not about brand competitiveness o Brand Distancing: Creating a massive space around a brand Gets talked about People appreciate cleverness Similarity and familiarity breed apathy Clever ad = Clever product by a clever company Costs much less than dull convergence advertising." . BRAINS not MUSCLE. Critical Differentiator:   An analysis of 55 US Corporations found that brands that grew differentiation between 1993 and 1995 also grew operating profits significantly more. Imagination will take you everywhere. FINESSE not FORCE. reassurance and integrity" o Brand knowledge accumulates as memories and needs to be refreshed with new content . and expected manner. boring. It doesn't merely influence sales but can create them. It must be an active weapon – it must have an effect. familiarity. then the company is perceived as dull. "If a company advertises in a dull.Albert Einstein JP Jones: The most successful campaigns were not hard-selling but were likeable. KNOCKOUT not BOMBARDMENT. They reward the viewer with entertainment and important statements about the brand.

fascinating and likeable way o Help the buyers buy rather than simply helping the sellers sell The starting point of the process of brand building? BE FASCINATING! .  Affect is more important for decision-making than cognition Affective memory = feelings and emotions // Cognition = knowledge and awareness  Key outcome: A relationship developer o Less about selling and more about building relationships with customers in a clever. honest. charming.