Kantar MillwardBrown

1.
Make a meaningful impression

Implicit messages can make a meaningful impression; but they are used less on TV

Implicit messaging

Explicit messaging

Brands which have clear meaning are more powerful and successful in the long term. Marketers need to move beyond the message and focus on the impression they want an ad to leave behind as a whole. This includes the creative idea, what is said in the ad, the way the story is told, and the emotional tone. It’s time to stop selling product features and start building brands.