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Get in the Head
By: Dwayne W. Waite Jr.
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Sometimes the best advertising is the type that simulates the thinking of the consumer the brand is targeting.

The above statement sounds weird. Of course the brand wants to build advertising in the way consumers think, but sometimes the way marketers think that consumers think and the way consumers actually think are different.

Look at the athlete.

When the athlete answers the "What's in it for me?" question, more than likely the answer is making the athlete stronger, faster, more ambitious, more focused, less tired, less fatigued, and so on. But in the midst of actual performance, the athlete isn't (or at least shouldn't be) thinking about the ways the brand the athlete engaged in is helping them. Their thinking is more likely along the lines of the thoughts brought out in this Ducoco ad:


How wonderful. When you talk to athletes, it is very interesting to hear what actually goes on in their heads (that they remember). We know that when we run and are actively engaged in a race, we repeat "Must go faster, must go faster," whether we're running a 100m dash or a 5K. So for Ducoco to display the type of movement the athlete should be doing is very interesting.

What does this show? Get in the consumers' head a little bit. It would only be weird if the brand tried it and was wrong. If they're right, then not only does the brand make a connection with the consumer, but the brand, or the store, gets a sale.

And that's the point.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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