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Ancillary advertising
Tue, Mar 21, 2023
What’s the difference between good and great advertisers?
Good advertisers build a decent campaign.
Great advertisers build upon existing options and structures to raise towering campaigns that raise the bar.
Take Hot Wheels, for example.
With a little public approval and a lot of intelligent creativity, Hot Wheels leveraged the existing roads and bridges to look like Hot Wheels in action.
Takeaway
Don’t just build good campaigns. See what you can build upon (which already exists) to create great campaigns.
Is your campaign good or great? Let me know here!
The basic approach of positioning is not to create something new and different, but to manipulate what's already up there in the mind, to retie the connections that already exist.
