WHAT MAKES A BRAND POETIC?

Byron Sharp and Mark Ritson talk often about the concept of 'mental availability'; being able to live in your prospective customer's head, so that at key trigger moments for purchase they look for you first.

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But creating mental triggers like this requires stories and symbolism which many modern brand communications lack. When we are too literal, we advertise our category in its generic form, rather than highlighting our brand as a distinct offering in its own right.

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I've gathered some examples of adverts that tap into something deeper in us, and have stayed in the collective consciousness far longer than any advert has a right to expect.