Magazine article Marketing

Adwatch: Brantano - 'Cortex of Justification'

Magazine article Marketing

Adwatch: Brantano - 'Cortex of Justification'

Article excerpt

Brave people, those Brantano guys. They claim to have unravelled the workings of the female mind. That's no mean feat, particularly when it comes to shoes.

The film shows a cliched scientist-type poking gentle fun at the female cognitive process. She highlights an area inside the female brain called the 'cortex of justification', where rather obscure reasons to buy shoes are conceived.

The 'expert' goes on to explain that once the decision to purchase has been made, the customer needs to complete the sale without delay. This is where the Brantano offering comes into play. The company arranges shoes in-store by size, and in a way that facilitates immediate purchase. (No sales assistants, I'm guessing.)

I must admit that I find this marketing position interesting because it's a clear point of difference. After all, how many endless hours have you spent watching your partner picking out shoes only to find the store doesn't stock her size? …

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