Published in 2004, Kathleen Taylor‘s book Brainwashing: The Science of Thought Control looks at the history of brainwashing as we know it through the lens of neuroscience and psychology, defines the spectum of ‘brainwashing’ from persuasion to aggressive thought reform, and shows how strategies of brainwashing can be observed in religion, advertising, education and government.
Vice President at Cannon Design and curator of ArchAtlas, Roberto Cruz Niemiec has +20 years experience manifesting his client’s brand image and philosophy through architecture & design. Continue reading “71. Roberto Cruz Niemiec on How Architecture Affects Branding, Collaboration & Blog Etiquette 101”
Account Manager for CBA, Igor du Besset has +3 years experience working with brands to ensure consumers interact positively with their brand at all the different consumer touchpoints. Continue reading “69. Igor du Besset on Brand Activation, Strategic Planning as a Foundation & ‘Nothing Is Sacred’”
Team Leader and Tracking and Data Manager for Group M, Rares Vidican has +5 years experience creating, tracking and managing the analytics for media plans and digital campaigns. Continue reading “68. Rares Vidican on Ad Blocking Software, Creating A Digital Media Strategy & The Intricacy Of Digital Ads”
Business Director of Brand Activation and Digital for Cb’a, Damien Sterbecq has 20+ years experience helping brands succeed in product packaging, retail and digital: the three main consumer touch points. Continue reading “67. Damien Sterbecq on Strategic Planning & The Collision Between Uber and The Parisian Taxis”
Digital Coordinator for Group M and Co-founder of Razzia.co, Lewis Chalas has +6 years experience working with brands to most effectively reach consumers through digital media. Continue reading “64. Lewis Chalas on Digital Advertising, The Consumer Journey and The Power of ‘Click Here!’”
People learn by comparison.
They learn by comparing new things to the things they already know. That’s why redefining a category is much easier than creating a new one.
When you position your product in an existing category you’re essentially saying “it’s like something you already know but better”.
When you try to create a new product category you’re essentially saying “it’s like nothing you’ve ever seen before”.
That’s a provocative statement, but hard to learn by.
Do small things with great love.