MW Cover 04 02 16

4 February 2016

Alain de Botton: Brands must strive to fulfil the emotional promises of advertising

Alain de Botton

Many adverts take us directly into the heart of happiness: they show us families that are happy to be together, lovers who remember how to be grateful, friends who delight in one another’s company. They can be moving precisely because what they depict is so difficult to find in real life. Their emotional power is premised on evoking what is missing, rather than what is present in our lives.

Being “on brand”

Being on brand, The Marketoonist, Tom Fishburne, 3 2 16

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

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