Leslie Happas Norton and Giulia Lopomo co-wrote this blog post with Erika Papaccioli.
Great marketing is about establishing value for the customer and, ultimately, changing behavior. It’s a goal that requires a firm grounding in customer insight, which ultimately fuels memorable, impactful brand campaigns. A good example of this is the recent Chantix campaign featuring celebrity spokesperson Ray Liotta. Born out of the insight that it’s believed to be a sign of weakness to reach out for help quitting smoking, the ads juxtapose “tough guy” Liotta with the need for Chantix—showing smokers that they don’t have to quit on their own.