Principle: Back to Basics This is one of the most exciting times to take an advertising course because of all of the changes in the industry – new technology, new media, new types of consumers and media users, new ways of looking at brand communication, and new economic challenges. It is also a great time to study the basics of advertising and brand communication because this is the era of “back to basics.” Unchanging Truths in Times of Change Rather than redefine the field to accommodate changing times, Bill Weintraub, one of the book’s advisory board members and a marketing export who led teams at several CPG organizations, insists that the basic truths in marketing communication are immutable. He continues, “Regardless of the economy, new media, changes in culture, etc., I don’t accept that these superficial changes in the marketing environment are relevant in terms of how intelligent business practices should be conducted.” The Basic Truth: Understand Your Brand Advisory board member Regina Lewis, a leader in the area of consumer insights says, “There is a need for brand authenticity. With social media’s power, brands are tasked with – among other things – achieving perfect transparency.” Lewis also believes that the basics of successful branding lie with connecting with consumer values. She sees that ‘uniquely positioning your brand is essential.” But that’s just the foundation of successful branding; the structure of a successful brand is built on effective communication. The Enduring Principles As you will see in this book, effective advertising and marketing communication are founded on basic, enduring principles. These principles are central themes in this textbook: 1. Brand. Build and maintain distinctive brands that your customers love. 2. Position. Identify your competitive advantage in the minds of consumers. 3. Consumer. Focus on consumers and match your brand’s strengths to consumer