4 Lessons From the Most Purposeful Ads of 2014-2015

Advertising used to be about smoke and mirrors. The smoke was sometimes literal (“Sophisticated women smoke Virginia Slims!”) and the mirrors reflected who we were and/or wanted to be (“True Americans buy Ford”).

But today, “BEST IN THE WEST” billboards are no longer effective becayse consumers’ expectations have changed. Every purchase is mere clicks away; there are increasingly few strangleholds on distribution, proprietary sales territories, patented common goods, price or quality differentials.

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