Why some brands haunt you like a song you can’t stop humming? The answer is salience—the science of being remembered when it matters most. Salience Isn’t Awareness Marketers often confuse salience with awareness. Awareness is knowing a brand exists. Salience is something sharper: the ability of a brand to come to mind in the exact […]
How Brands Get Stuck in Your Head Leer más »
Why Storytelling Matters in Advertising In advertising, there’s a point where a campaign stops looking like an ad and starts feeling like cinema.The lighting, the pacing, the emotional arc—all crafted not just to sell a product, but to stage a miniature film. Why does this matter? Because in a distracted, ad-blocked world, narrative breaks through.Stories
When Ads Become Cinema Leer más »
The Million-Dollar Color Myth «Red creates urgency. Blue builds trust. Green means go.» Every creative brief includes these color commandments. Every brand guideline treats them as gospel. And every art director who follows them blindly wastes their client’s money. Color psychology isn’t a vending machine. You can’t press «red» and get «passion.» You can’t select
Color Psychology: Myths, Truths, and Uses Leer más »
