Sometimes it seems like the only task of advertising today is to boost sales in the short term. “Is it not selling? Quickly, run a promo!” “Has the competition launched something new? Immediately start a campaign! We want the same results, but more efficiently!” Nowadays, we increasingly encounter a mindset driven by the desire to achieve maximum results with minimal investment. Some brands believe this is no problem. But what if it actually is?
Advertising can offer much more—provided we see it as an investment that creates value and truly understand our business. It’s time to proudly revisit the values we create. Advertising goes far beyond colourful images or clever slogans. It shapes perception, creates meaning, and changes behaviour. Here are five tips that pay off in the long run:
1. Price attractiveness through consistent brand work
A brand with emotional appeal justifies higher prices, regardless of the product. It’s about added value: you are not buying a watch, but a legacy for future generations. You are not buying a luxury car, but the pleasure of driving. Brands that evoke such associations in people remain strong, can afford higher prices, and successfully expand their portfolios.
2. Continuity increases brand value
Brands need recognisability: continuity in messaging, design, and values contributes to building trust. Brands that remain visible and consistently present their character become companions to consumers in their daily lives. A good example is Aldi with its Christmas stories about Kevin the Carrot, which are similar each time but always surprising.
3. Ad investments build visibility
Brands that invest in their presentation grow and expand their presence. Whether it’s ads that viewers watch during shared TV viewing, extensive OOH campaigns, or live installations, high visibility remains key to reaching many target groups. Today, OOH ensures visibility among both young and older consumers. In a media environment that is increasingly digital and fragmented, this is an unbeatable advantage.
4. Emotions create associations
The strongest brands have an emotional impact on us. Feelings like joy, nostalgia, humour, or inspiration imprint themselves in our memory and create memory structures. At certain moments, we recall that specific brand. This is craftsmanship, not chance. And it’s our job.
5. Embedding brands in culture
Brands that integrate into culture over the long term create genuine connections. They are active within communities and offer valuable added value. They thus become not only a part of the lifestyle but an indispensable part of it.
Conclusion: Advertising has been, is, and will continue to be a powerful tool that motivates people to buy brands, drives their purchasing behaviour, and influences culture. It is probably the only legal “unfair” advantage that brands can develop and use in the fight against competition. When we use advertising wisely, we create long-term values that enrich not only companies but also society. And that is something we really need right now!
Source: absatzwirtschaft.de