“Doing business without advertising is like winking at a girl in the dark. You know what you are doing but nobody else does.”
This quote from Steuart Henderson Britt, a recognized expert in marketing and consumer behavior, is definitely true but often misjudged. To therefore maximize the chances of winking at a girl in bright daylight, businesses tend to over-invest in advertising, a consequence of this being that we are overwhelmed by billboards, inserts, promotional emails etc., especially during the crucial festive period. In all advertising campaigns, there is a need to reinforce the visual elements and to create meaning by defining the experience via a title and a tagline.