Joanna Wiebe, a creator with over 20 years in the creative field, explains that the brain doesn’t adopt entirely new ideas, but new versions of ideas it already holds.
- 10 MIN
- ICN Business
The Secret Ways To Sell ANYTHING As A Creative
She shows how Marlboro used this to sell cigarettes in the 1960s as advertising regulations tightened and health concerns grew. Instead of pitching cigarettes directly, Marlboro aimed to trigger emotion before the rules caught up.
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Joanna Wiebe
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- Business, Business Intelligence
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