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- Borrowed interest and other attempts to attract customers - Ever notice how some companies are constantly scrambling to attract customers, while others enjoy some sort of magnetic attraction that keeps the customers flowing in? The scramblers spend a lot of money on digital ads, social media posts and every sort of promotional bribery they can think of. Their marketing messages are all over the place, and they don't ever seem to focus on the one thing what really matters to their target audience. Instead, they borrow interest from somewhere else. Borrowed interest is a common technique in advertising. I've been in those creative sessions where you realize there's absolutely nothing interesting, different or even mentionable about the client's product, so you start fishing around for something - anything -… ... Continue Reading
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John Furgurson is a brand strategist, creative director, copywriter and published author living in the very livable town of Bend, Oregon. He’s an ad agency veteran and owner of BNBranding. What’s his story? Read more about John » For Branding FAQs Click here. Connect with John on LinkedIn.