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It's
dark and stormy
out there.

SonomaLight

The Big Bang may have started the whole ontological process rolling, yet today's marketing realities are created by the visionaries, researchers, planners, writers, artists and critical thinkers who live in the realm of concept and communicate on the edge of discovery.

When you think about it, all ideas -- ideas that include companies, products, and services -- are fleeting perceptions of reality. All ideas and their perceptions need a medium, or mix of media, for their very existence. They also depend on media when they go to market.
How can you learn about an idea, understand it, recall it or consider it, if you've never seen,

heard, felt or experienced it? If it has no identifiable attributes and provides no perceived mnemonic advantage, what is it that you might see, hear, feel, think, or remember about it?
The answer is clearly nothing.
Worse, how can a product idea, with no unique or compelling significance, distinguish itself memorably from others in its category?

Fortunately, media let us "brand" and strategically change perceptions by "adverting" attention from the ordinary to the unique. Advertising in its broadest sense is a process that lets us campaign in an infinite range of media to define, position, and market comparable ideas to establish strategic perceptions that are noticeably, significantly and memorably different from

those of the competition. When the differences are truthful, credible, understood and accepted they change conceptual reality.

There's an epiphany behind every good idea. In fact, campaigning for recognition and acceptance of ideas in media is largely a strategic process of discovering and helping others to discover epiphanies that resonate with true needs and values already in play in the marketplace.
Brands whose significant messages resonate with markets because they identify, define and fulfill recognized needs are effective when they deliver as promised. As such they become vital extensions of the products, services, and companies they define, leveraging recall and awareness in conscious minds for values inherent in those epiphanies.

(L advertere =

to pay attention)