Marketing is ultimately about brand awareness and brand recognition. I live by the Rule of Sevens: the idea that it takes someone seeing a brand at least seven times before they begin to trust it.
Effective campaigns aren’t built on one-off deliverables. They thrive on consistency, variety, and timing, showing up across channels in ways that feel familiar without becoming repetitive. When potential customers encounter a brand multiple times, in different contexts and formats, they start to see it as credible and relevant. That’s when recognition turns into curiosity, and curiosity turns into action.
This is how I approach advertising: not as isolated pieces, but as an inclusive, holistic experience designed to earn trust and unlock a product’s value in the minds of the audience.