Our analyses and recommendations help advertising to be sticky, psychologically sticky. rheingold‘s morphological deep dives explore psychological structures to understand how to set the stage for products, brands and media. We reveal unconscious mechanisms and explain why and how advertisements work and others don‘t. Our analyses even account for the fact that sometimes verbally disliked ads can make people buy a product. This is because we go beyond the surface and translate what is said into what is actually meant.
Results are based on the concept of Cover and Impact Strategy. In addition to the mostly conscious cover story, we identify the mainly unconscious impact story within advertising and are able to provide actionable insights and recommendations on how to create ads that speak to the unconscious.
Example: Bud Light Swimming Pool (http://www.youtube.com/watch?v=rPEdfCntXME))
As described under „product“, beer unifies two sides of one story: liquidation vs. control. In the Bud Light spot, the cover story shows the more or less obvious effects of beer: the couple is tempted by becoming more "liquid": being hot in the refreshing pool, losing inhibitions and being naked with each other. The surprise observers below the surface add the party vibe and group feeling to complete beer's main promises. However, the secret motive of control is delivered through the impact story: the lovers (have to) resist the total liquidation and melting in each other's arms. They let themselves go but still are required to keep in conscious control. Their liquidation process is under observation. Bud Light promises: "I will help you to let yourself go and you might even be the "main act" of a party, but you will still stay on top of it, no matter what happens below the surface. You are the secret director of the scene."
Our services range from ad evaluations (above and below the line) at any stage of the creative process, over explorations of copy strategies to the analysis of word-of-mouth, direct marketing and POS strategies.
