The Importance of Having a Person in Your Copy

Too often people are reviewing work as if it was being suspended in an art gallery and everyone was going to crowd around looking at it. There's a greater than 80% probability that another human being will fixate on that human individual within the first couple of I movement. And so you can have the most beautifully crafted copy but if you've got a person in there, the viewer won't even necessarily look at the copy. If I have distinctive assets, why would I lose them? Why would I want to change them? We have a study which we call iconic assets testing,. It does exactly that to identify quantitatively using a system one type test, what what the brands distinctive assets are and