The 2024 election has unveiled two distinctly different campaign styles in the face off between Vice President Kamala Harris and former President Donald Trump. This battle for the presidency has become a powerful study of how contrasting messaging tactics can be both persuasive and effective, depending on the audience. Here’s a breakdown of the strategies each candidate uses, and an analysis of which campaign might have the edge.
1. Emphasizing Freedom and Unity Harris’s campaign delivers a message of inclusivity, freedom, and economic opportunity. Her inaugural video, set to Beyoncé’s empowering anthem Freedom, visually and sonically highlights her values of resilience and optimism (People). Harris presents herself as the voice of unity against what she frames as the chaos associated with the previous administration, aiming to inspire a vision of America rooted in stability and collective progress.
2. Targeted Outreach to Key Demographics Harris’s team has strategically targeted key voter demographics, focusing on communities that could make a difference in swing states. For example, a campaign ad specifically designed for young Black men in Pennsylvania showcases her awareness of potential gaps in voter support within these communities (CBS News). This targeted outreach allows her to address the concerns of often underrepresented groups, emphasizing inclusivity.
3. Issue-Based Advertising on Economic Policies Harris’s ads also concentrate on specific policies, such as a proposal to build 3 million new homes over the next four years to help tackle the housing crisis and reduce inflation (AP News). This policy-centric focus positions Harris as a leader actively working toward solutions for economic challenges, an approach that could be particularly persuasive to voters directly impacted by these issues.
Effectiveness: Harris’s campaign messaging is persuasive for voters who value a positive, inclusive vision of the future, and it could be particularly effective in appealing to undecided voters or those who prioritize unity and economic progress. However, it may lack impact with those seeking a more assertive leadership style.
1. Fear-Based Messaging on National Decline Trump’s advertising strategy leans heavily on fear-based messaging, portraying the nation as being in decline and in need of a strong, decisive leader. One of his prominent ads from March 2024 paints a picture of societal deterioration under the current administration, urging voters to return him to office as the solution to restore order (YouTube). This appeal to fear is highly persuasive to those who feel economically or socially insecure, making it effective in rallying his existing supporters.
2. Cultural and Identity Politics Trump’s campaign has made cultural issues central, particularly focusing on opposition to transgender rights. By framing these issues as threats to traditional values, Trump taps into the beliefs of socially conservative voters (AP News). This identity-focused approach reinforces a sense of belonging among his base, making it particularly persuasive for those who feel alienated by shifting social norms.
3. Controversial and Misleading Content Some of Trump’s ads have been criticized for using selectively edited news clips to misrepresent Harris’s policies (Politifact). While controversial, these ads are likely effective among his core supporters who distrust mainstream narratives, even though they may raise ethical concerns for undecided or moderate voters.
Effectiveness: Trump’s campaign strategy is powerful in energizing his base. His direct, sometimes divisive approach may resonate strongly with those who value assertiveness and a return to traditional values. However, it risks alienating moderate voters or those wary of cultural polarization.
1. Targeting Success
2. Messaging Approach
3. Ethical Considerations
Both campaigns have tailored their approaches to resonate with their unique audiences:
Ultimately, Harris’s campaign could draw support from a diverse voter base by appealing to positive change, while Trump’s approach, though polarizing, is highly effective at solidifying and mobilizing his base. The effectiveness of each strategy will only become clear as the election unfolds, with voter turnout and demographics playing a critical role in deciding which campaign resonates more powerfully.
I believe that In today’s advertising world, brands can no longer rely on loud, attention-grabbing ads to make an impact. Modern consumers are looking for brands that are genuine, helpful, and aligned with their values.
The HUMAN Framework was created to address this shift, guiding brands to build campaigns that feel more natural, more supportive, and more connected.
HUMAN stands for Helpful, Unique, Meaningful, Adaptive, and Nurturing—five principles that help brands stand out while fostering real relationships. Let’s break down each principle and explore why it’s crucial in creating persuasive and enduring connections.
Example: A fitness brand shares short workout tutorials and tips on injury prevention. These helpful insights make the brand a go-to resource, establishing trust and building credibility.
Example: A clothing brand that uses recycled materials shares the unique journey of each item, from raw material to final product. This transparent process makes the brand stand out as genuinely eco-friendly.
Example: A health food brand shares stories of how its products have impacted customers’ lives—like supporting someone’s weight loss journey or helping someone eat healthier on a busy schedule.
Example: A tech company launches feature updates based on user feedback, highlighting these improvements in ads. This shows the brand’s commitment to listening to users and continuously improving.
Example: A pet food brand creates a Facebook group where pet owners can share care tips and success stories, with occasional input from veterinarians. This strengthens the community’s bond and keeps the brand top-of-mind.
The HUMAN Framework is more than just a marketing model—it’s a curious brain philosophy that shifts the focus from quick wins to sustainable, value-driven connections. Here’s why it’s indispensable in 2025 and beyond:
To apply HUMAN, start by:
With the HUMAN Framework, brands can create advertising that feels relevant, genuine, and impactful. Instead of chasing fleeting attention, HUMAN ideally will help brands build real, lasting relationships—making it the framework of choice for brands aiming to thrive in a consumer-driven world.
Ready to go HUMAN? Start by helping, standing out, connecting, adapting, and building a community that believes in your brand’s journey.
Let me know if you need any help to apply it.
Remember when advertising was just about catchy jingles and flashy billboards? Fast forward to 2025, and while the mediums have evolved—hello, AI-driven ads and immersive VR experiences—the heart of advertising beats with the same timeless rhythm. Some wisdom is simply evergreen, and the legends of advertising knew a thing or two about capturing hearts and minds. Let’s dive into seven classic quotes from the greatest minds in advertising and explore how their insights are more electrifying than ever in today’s dynamic landscape.
In an era where consumers can fact-check claims with a single voice command to their smart glasses, underestimating your audience is a perilous game. Think about it: today’s consumers navigate a sea of information daily. They crave authenticity and can spot insincerity from a mile away. Imagine crafting an ad campaign that respects their intelligence, speaks their language, and resonates with their experiences—just as you would when communicating with someone you deeply care about. That’s the Ogilvy magic still at work!
Amidst the whirlwind of holographic ads and AI-personalized content, simplicity shines like a beacon. In 2025, attention is the most coveted currency. Picture this: a minimalist ad that cuts through the noise with a clear, compelling message, paired with eye-catching visuals that linger in the viewer’s mind. It’s not just about grabbing attention—it’s about holding it long enough to leave a lasting impression. Burnett’s advice is a golden ticket in today’s overstimulated environment.
In a time where deepfakes and misinformation can muddy the waters, truth has become a superpower. Consumers are not just buying products; they’re buying into brands they trust. Imagine launching a campaign that lays it all bare—no gimmicks, no half-truths—just genuine stories and transparent practices. Such honesty doesn’t just build customer relationships; it forges unbreakable bonds.
Stories have always been the threads that weave societies together, and in 2025, they’re the heartbeat of successful marketing. Envision a brand that doesn’t just sell eco-friendly sneakers but tells the tale of each shoe’s journey from recycled material to your doorstep, involving you in a global mission for sustainability. This is the power of storytelling—transforming ordinary transactions into extraordinary experiences.
The future belongs to the bold. Consider the brands that have dared to venture into the uncharted territories of the metaverse, creating virtual worlds where consumers can interact, play, and shop. These aren’t just marketing strategies; they’re leaps of faith that redefine consumer engagement. Lawrence’s words remind us that bold moves, backed by conviction, can propel brands to new heights.
In a world overflowing with content, the lines between advertising and entertainment have blurred. Imagine crafting content so compelling that people seek it out—not because it’s an ad, but because it’s genuinely interesting, informative, or entertaining. From interactive TikTok challenges to binge-worthy branded web series, the goal is to create content that people love, share, and remember.
Innovation isn’t just about new products; it’s about new ways of thinking. Picture a campaign where a brand partners with environmental organizations to clean up oceans, using advanced robotics and AI. Not only does this generate buzz, but it also makes a tangible difference. By doing something truly interesting, the brand doesn’t just advertise—it inspires, engages, and creates a movement.
As we navigate the thrilling twists and turns of advertising in 2025, these timeless nuggets of wisdom serve as our compass.
They remind us that at the core of every successful campaign lies a deep understanding of people—their desires, their values, and their stories.
So, next time you’re brainstorming the next big campaign, channel Ogilvy’s respect for the consumer, Burnett’s simplicity, Bernbach’s truth, Godin’s storytelling, Lawrence’s boldness, Gossage’s engaging content, and Hegarty’s innovative spirit.
After all, the tools may change, but the art of connecting with people is timeless. Let’s keep creating advertising that’s not just seen or heard, but felt and remembered.
In a world that’s becoming increasingly saturated with content and evolving technologies, capturing and holding people’s attention in 2025 requires a nuanced strategy rooted in understanding psychological principles, leveraging AI, and aligning with ethical consumer expectations. Let’s explore how brands and marketers can effectively gain attention today and maintain it through strategies that resonate on a personal, ethical, and impactful level.
In Captivology, Ben Parr identifies relevance as a major trigger for attention. The closer a message aligns with an individual’s immediate needs or interests, the more likely it is to capture their attention. With advancements in AI, brands can hyper-personalize content by analyzing real-time behavioral data and predicting consumers’ needs. This includes delivering micro-targeted messages that adapt dynamically to each user’s journey and interests. The 2025 trend toward privacy-conscious AI tools, such as ID-free behavioral targeting, is helping brands achieve this without compromising user privacy, fostering a deeper sense of trust with audiences
MM+M – Medical Marketing and Media
Parr emphasizes the power of mystery and narrative in building sustained attention. People are drawn to stories that unfold in unexpected ways, prompting curiosity and encouraging emotional investment. As algorithms increasingly influence content visibility, standing out requires more than just relevancy—it calls for stories that connect with niche communities and tap into deep-seated interests. By crafting narratives that resonate with specific fandoms or subcultures, brands can not only reach but deeply engage these audiences, creating a sense of community that transcends the transient nature of social media
B&T.
Direct-to-consumer (DTC) strategies through retail media channels like Amazon and social commerce on platforms like TikTok have transformed the customer journey into an interactive, immediate experience. Parr’s reward trigger speaks to this phenomenon; people are naturally drawn to interactions that offer instant gratification. Retail media ecosystems provide unique opportunities to engage consumers at the moment of purchase intent, reinforcing attention through seamless, shoppable experiences embedded directly into social media platforms
Today’s consumers are more likely to engage with brands that align with their values, especially regarding sustainability and data privacy. In Captivology, Parr discusses how consumers are more attentive to messages that align with their beliefs, and in 2025, this alignment has grown essential. Marketers are increasingly expected to adhere to “ethical advertising” standards, balancing personalization with privacy by using first-party data and transparent data practices. Ethical transparency not only builds consumer trust but also ensures that attention gained is sustainable and fosters long-term loyalty
Attention in 2025 is fragmented across multiple platforms, with users constantly switching between online and offline worlds. Successful brands need an omnichannel approach, ensuring a cohesive experience across social media, websites, and physical locations. According to recent marketing insights, integrated campaigns increase conversion rates by up to 60% by meeting consumers where they are and delivering consistent messaging
G2 Research Hub. Using advanced attribution models to map this journey helps brands understand attention patterns, enabling them to refine strategies for each channel.
With consumers demanding higher-quality media experiences, brands must prioritize premium partnerships and content curation. This trend reflects Parr’s acknowledgment trigger—people pay more attention when they feel valued and engaged by the quality of content they consume. For 2025, brands can benefit from investing in well-produced, informative, or entertaining content that not only captures initial attention but also provides lasting value. This focus on quality helps cut through digital noise and secures a meaningful share of consumers’ attention
MM+M – Medical Marketing and Media
B&T.
Technologies like augmented reality (AR) and virtual try-ons are revolutionizing the way consumers interact with brands, creating immersive experiences that naturally capture attention. Interactive content appeals to the mystery and disruption triggers that Parr outlines, as people are drawn to unique experiences that deviate from the ordinary. In 2025, incorporating these elements into campaigns can help brands stand out by offering memorable and engaging ad formats that encourage users to actively participate rather than passively consume
About the book Captivology: The Science of Capturing People’s Attention by Ben Parr. The book delves i the psychology and science behind what captures and sustains human attention. Parr explores different “triggers” of attention, like disruption, reward, and mystery, breaking down how each one works and why they’re effective get the book from here
In 2024, several brands failed to connect with consumers, often due to poor alignment with consumer expectations, tone-deaf messaging, and operational missteps. Here are some key reasons and examples:
