I thought that advertising is about spreading the message of your brand. “Please try my product.”
That’s not the role of advertising in marketing.
The role of advertising, turns out, is to inset the experience. It’s not just about increasing awareness, it’s that you are creating a belief that creates an anticipatory response that actually effects the feeling.
Belief and expectations shape experience.
In many cases, your ad is the first experience someone has with your brand. What expectations are you setting?