BBDO begin by posing the question: How can products be differentiated by means other than performance claims alone?

Their strategy is to 'marry' the "Product" image to the image of "You" (the consumer). The value of going beyond the Product to You includes taking product positioning "beyond logic, and into the realm of emotion", and building "product relevance and product personality". They argue that advertising works best when:

• The head says, "I get it."

• The gut says, "I like it."

In sum, their goal (p. 52) is to determine the best Product image, the best You image, to execute the connection between the two, and, to avoid the obvious.

The company conducts research into consumer patterns and preferences in order to determine the best way of presenting the product, and the best way to make a connection to the consumer. In the 1990 article, they argued that the key consumer attitude is the need for control, and so their advertisements aim at providing benefits for the consumer in terms of providing control and enhancing consumer attitudes. These ideas can be seen in the recent BBDO advertisements for Dodge cars and trucks---for example, look at 47 Dodge.

Finally, the stated aim of BBDO is to provide keys to "meaningful differentiation".

Consider the visual-only advertisement for Pepsi, created by BBDO Toronto. Maybe.