Ad expert and director of Cherryflava Media, Jonathan Cherry, says that brands must make their product features entertaining, in order to win over loyalty.
According to Cherry, Volvo marketers manage to do just that in their advertising campaigns and keep consumers hooked.
Their latest offering features a full-size truck, a four-year-old girl armed with a remote control and a gravel pit filled with obstacles.
WATCH: Is their toughest truck tough enough to survive Sophie?
Brand building is about creating a tribe of people that just love the product.— Jonathan Cherry, advertising expert
Listen to the full conversation from CapeTalk's Breakfast with Kieno Kammies:
Pic of the Week:
For the first time ever, Cherry has selected a street pole ad, which he says stands out from the rest of the boards marked with advertising and news headlines.
It's eye-catching, quirky and sums up what the musical is about. It stands out in the doom and gloom of the news flow.— Jonathan Cherry, advertising expert