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ADVERTISING
ACTIVATING THE PURCHASE MOTIVE:
Advertising establishes the thought-provoking-idea of a business.
Delivering the discovery that product ownership is not an event,
but a lifecycle. It is a four step system that achieves sales
growth by following particular procedures when activating a
purchase motive. It is a founding principle at Aceligent, to think
of brands as a relationship between a company and its customers.
Its sole purpose is to assist us in shaping the way brands
are perceived and experienced.
POSITION: The place where the idea exists -- value
proposition and advantage over competition that is to be actively
communicated to the target audience.
PLEDGE: The unique promise made. Elaboration of
differentiation based on value, emotion and / or rational
benefits. Clarifies the reason to own it.
PRESAGE: Envision the experience fulfilled -- the concept
that the brand solves our needs. A Connection is made in advance
of ownership by a problem to a specific solution. Drives the need
to use it, wouldn't your life be easier with it
PRESCRIBE: Armed with position, pledge and presage, the
target now self-prescribes the brand to their lifestyle.
Here the brand is seen as the only remedy for the consumers' needs
and exists as if in a market of one. Examples include: tissues
become kleenex, and auto-saftey synonymous with volvo.
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