09|05|11 Remembering George Lois: Advertising is the spark plug of our economic machine

“Most new businesses are new enterprises, but their products are not new. They are variations or direct knockoffs of market leaders. What differentiates these parity products form one another is how they are perceived by consumers: their image. Advertising shapes image. Advertising givees one parity product the apperance of being superior to its peer brands. Apperance, however, often becomes the product’s reality as the brand strives to catch up with its advertising image, to close the gap between perception and reality. A quality product with a richly defined, appeling image enables a brand to be experienced as superior by advertising-receptive American consumers.”



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