Good advertising tells us what a product does and why you should buy it. Great advertising expresses what a brand stands for and invites you to share in its beliefs.
The quote above is from Edward Boches, the former Executive Creative Director at the Mullen ad agency, and I think it does a pretty good job of summing up why some advertising not only resonates with customers—its message is so powerful, it wins their confidence and trust. And a company that’s hitting that....