Salience

An important aspect of marketing is salience. For those of you that do not know what salience is, it's defined as basically standing out from others. For instance Coca-Cola could stand out from other soft drinks, making this a more natural part of consumers consideration set. Keller (1993;2003) with his renowned customer based brand equity model use salience as the first step to accomplish a resonance/loyal relationship toward a brand. So why does salience matter? Well, what consumers notice is what we consider, in so we wish to be salient in consumers mind. Alexander Kanvik (alexanderkanvik.com) sent me an interesting link to www.hookedonads.com/. Here one could see different ads that are most definitely salient, but how effective are they? I am amazed by how creative advertisers are, but yet fail to expose brand elements to a greater extent. What does it matter if I remember an ad if I don't remember who the ad is for? However, a great site for those of you that are interested in creativity and design. Below is an ad that I believe expose brand elements in a salient and interesting way.