Introduction
This is a story about how advertising actually works. It's a full-throated howl at the moon in defence of an era of advertising that's passed us by; an ode to an era when brand characters, jingles, and repeatable gags reigned supreme. It's a manual for how to use, infuse, and abuse every last bit of value in a distinctive asset.
It's a story of how the right combination of ad spend, disciplined use of distinctive assets, and an endlessly repeatable story structure is how advertising actually works. It's a story about how constantly refreshing the memories of consumers &...