Brain hurt scale = 7/10. Isn't it funny how we all think we know how advertising works, but very few of us know about the scientific side. Even fewer have married up science with the practical considerations of what it's like in an applied work setting. Until now!
After learning about what brand campaigns are in part 1 and understanding the etymology. We were then left with a gaping hole. How does brand advertising work?
And to know how brand advertising works, we first need to understand how all advertising works.
What is 'reach'? How do you know if you have it or not?
What is 'brand'? How do you know if your ad had branded or not?
What is 'advertising'? How do you know what is and isn't advertising?

This is an audio episode version of the first half of part 3's article published at Brandingmag - https://www.brandingmag.com/john-james/brand-campaigns-part-3-how-does-brand-advertising-work/

But some people prefer audio.
So here you go audiophiles