"You can say the right thing about a product and nobody willlisten. Youve got to say it in such a way that people willfeel it in their gut. Because if they dont feel it,nothing will happen."- William Bernbach, quoted in Bill Bernbach said . . . (1989), DDB Needham Worldwide.
Six neuroplanning communication models Strengthen Breakthrough Disrupt Connect Subinfluence Activate
Content and neuroplanning Don’t start with an ad Start with the enabling experience Build the communications plan around the experience Create content through the experience Leverage the content