Brands & Advertising

Advertising is the most widely seen creative output in the world and the least often examined by the people it reaches. This category covers what a brand actually consists of beyond a logo, the techniques used to make messages stick, and the legal protections around names and marks. It includes the slogans that outlived the campaigns they came from. The explanations describe the mechanism behind each technique, since advertising works largely on well-documented features of memory and attention rather than on anything mysterious.