The Power of Great Marketing and Brand Communications

These photos of Homeless Signs popped into my inbox this week and is struck me that they illustrate some of the most valuable techniques of marketing and advertising.

Differentiate yourself
Reposition your brand message to engage a new audience (in this case the previously apathetic)
Think in terms of end benefit
Get noticed, create word of mouth
Use humour to cut through and create empathy
Be honest and authentic

Bill Bernbach, the founder of DDB ad agency once described great advertising as ‘truth well told’. These signs made by the homeless are therefore great advertising. Someone should give them a job not just a quarter

Now  days, being homeless is more competitive than  ever. Only the most clever and creative signs  are going to get people to let go of their  precious spare change.

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