Goals_Sept21_2015 - The Monday Morning Memo

“I’ve come a long way to discover something I think I’ve always known. Great advertising is great for all the wrong reasons.

It’s not great because it differentiates the brand, or delivers a benefit, or has a call to action. No, great advertising doesn’t appeal to us as consumers. It appeals to us as humans.

The best advertising is great because of an indefinable quality that leaves a memorable mark – I call it “impressionism” but you can call it whatever you like.

The very best advertising is not about benefits or features; it’s not about mysterious subconscious needs that can only be aroused emotionally.

It’s about stimulating the fundamentals of our humanity.”

- Bob Hoffman

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