What people forget when they are doing the act is marketing – is that people have become before them.

That other ads of come in front of the customer, from different competitors and from other industries.

That they talk to their friends and have had promises not been kept by other advertisers.

When writing an ad you have to think about: “What have they seen before?”

This changes how you write. You no longer selfishly come out with your ad because you think it’s better but instead start with customer and the fact that they have seen the same claims before.

Your ad presence may make the same claim but it must in someway show to the customer that this time it is different.

Or else they will feel that it’s just the same old promise from before.

A brand in a lot of ways is a group of associations.

That’s why it’s important to get your associations clear. Because people don’t know how to store completely new things in their mind, so these use shorthand. They ask themselves: “what does this remind me of?” What does this feel like”?, it’s through this basis that they start to relate to your brand to fulfill a promise they are seeking to solve.

Now if your brand shows up with different hats each day, these associations will start to get messy.

Maybe one day you wear blue. One day you wear red. One day you serve this audience. The next day you serve the opposite.

Its through these conflicts that friction is created in the mind of the customer.

All associations must be clear.