How to Fall in Love With Your Brand Again

The advertising industry is not short of evidence. Decades of data, thousands of effectiveness case studies and more published research than anyone could read in a lifetime all point in the same direction, that emotion sells more consistently, more profitably and more memorably than rational messaging on almost every metric worth caring about. Yet the industry's collective response to this accumulated wisdom has been, by and large, to sleep on it.

Rational proof points feel safer to defend in a boardroom, and features are easier to measure in the short term. Now add AI generating functional content at industrial scale, and the sea of sameness, already choppy, is about to get considerably rougher.

The brands that find themselves genuinely remembered and chosen in this environment will be the ones making people feel something.

At Drummond Central, that conviction shaped everything they did for UK bed brand Dreams, and the results were, to put it soundly, worth waking up for.

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