Marketing the Invisible

May 11, 2009 -- Marketing the Invisible

It’s easy to understand a product when it has a snappy label, fits in your shopping cart, and stores tidily on a shelf at home. But how can you get excited about a brand that’s invisible? How do marketers tweak your interest in something you don’t see or touch? Brands such as insurance and services and, say, a Pentium chip pose some interesting problems in the ad world. This week Terry O’Reilly shows how marketers make the intangible… tangible.