Even after more years than Charles has been waiting to ascend to the throne, I am constantly amazed at how most Americans talk such incredible shit. There's a piece in today's AdAge about "Cognitive branding" in the Super Bowl.
Now, I'm usually a big fan of AdAge, rather than AdWeek, which I strongly believe will not be with us for much longer. Anyway, columnist, Lisa Haverty goes on and on about how brands should have "Fundamental Cognitive Elements," when it comes to beer advertising. She even quotes "a study released at this year's Cognitive Science Conference, (What!!!) that is exactly what researchers found.
Ads with poor "cognitive scores" were mis-attributed by consumers, and beer ads were attributed to the huge Super Bowl presence that is Budweiser." Wow... That's heavy stuff Lisa... But I have just one question... Instead of saying "Cognitive" twenty times through your piece... Why couldn't you have just said "Memorable." It would actually have made it more memorable. David Ogilvy (remember him?) once said, "Never use a complicated word when you can use a simple word. I think that's pretty "Cognitive!"
George Parker
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