The Unconscious Mind of the Consumer

The Unconscious Mind of the Consumer

Darren Easton

Darren Easton

As the Vice President and Creative Director of The Cyphers Agency, Darren Easton believes in creating strategically sound campaign work.

A friend of mine once said that advertising doesn’t work. That he’s never bought something because of an ad. I then asked him what mobile phone service he uses and he replied Verizon Wireless. He went on to say that he had to sign up for Verizon because he travels all over the country and needs to have a good signal. I laughed to myself and thought of the tagline: “It’s the network.”

Many people see a commercial, but don’t rush out to buy the product. Unfortunately for us ad folk, consumers see our ads but don’t act on it as quickly as we’d like. When they finally do act on it, they usually don’t even know why.

My conversation with my friend was quite funny to me. How many products do you think you have bought because of some aspect of marketing? You probably won’t be able to name many. Take a look in your cabinets and closets and see how many store brands you see. Probably not many. You’ll see mostly brand names everywhere you look. But why? Have you ever tasted Safeway store brand mac and cheese? It’s awesome. But you bought Kraft.

There’s no mistaking the power of building a top of mind brand. Even if you won’t admit it.

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