Every encounter with your brand is an opportunity to communicate. But the way consumers respond to your communication is influenced by the complex interaction of a number of variables.
Great advertising depends initially on a great creative idea.
But the way that idea is executed must focus on the brand and the message. It must also be memorable. And it must reflect the communication psychology of different media. Strategic priorities at different stages of the brand's evolution are another consideration. What you can do to drive up the momentum of your brand, and build consumer loyalty.