Latest Memo

Of Gumball Machines and Commercial Jets

“Bonding” is falling in love with a company, a product, a spokesperson, an outlook, a belief system. This bond of love inevitably manifests itself in a tangible way. And then again. And again. A bonding ad is about the customer. A direct response ad is about the offer. Direct response ads trigger immediate action. Bonding ads do not. The results [...] Continue Reading