“Maybe ads/brands/whatever work more like velcro than like a bullet or a tennis ball. It’s not about one big, simple hook, but thousands of little ones. If some of them fail it doesn’t matter. Some of them are verbal. many of them aren’t. They’re mostly the things that happen in execution, not in strategy. They’re to do with tone, manner, character, attitude, look, feel. Orr to be more specific, they’re to do with design, font, colour, photography, music, casting, copy, typesize. All that.
and further down in the comments: The best communications always leave room for the audience to do something. In their head or in the world. That’s why simplification and reductionism is often so stifling.”
Russell Davies on his schtick