Effective creative advertising is often much more about what is important to your audience than what is great about your product or brand.
Our goal is to “matter” to people before we sell. And if we’re going to matter, we need to know what is important to people, and we need a plan. This doesn’t mean we need to be earth-shattering, nor does it involve being gimmicky. For the most part, we “matter” when we make people laugh, think, feel better or inform about things that are important to them. After that, interaction is key. When we can facilitate personal interaction with someone, that matters to them very much.
If we matter to people, then we build significance, which builds a community, which then matters more to people, building more significance, more community, ad infinitum. This is not word play or conceptualization, it is a very real positive feedback loop. It is one of the essential building blocks to a mutually profitable relationship between a brand and a consumer, and it works.