The more we are exposed to a brand the more we like it.

The number one drive in human behavior and biology is homeostasis, or the seeking of the same stable, balanced, predictable state.

All consumers find a great deal of comfort and pleasure in what is known and familiar.

The final twist. The approach of ‘sending a person in one way then pulling the rug from under them’ is a perfect, popular technique in TV commercials. In fact, it’ a tried and tested method.

A mnemonic is a ‘memory aid’ that helps people to remember your product or campaign. These can be visual, audio, or both using a memorable voice, or even a simple sound effect or jingle.

Since emotions are so potent, it is important to handle them carefully when trying to create an emotionalized brand strategy.

Emotions can make or break a brand, and once a mistake is made and you have an explosion, it can be very difficult to put the pieces back together.

The stronger the emotional territory, the longer the brand impact will be – for better or worse.

Emotional Branding by Marc Gobé

A person who prefers a preppy classical look might be a big fan of rap artists or find a safe emotional digression in rap that allows him or her to express a rebellious side.

In the nuances of a brand personality people find personal meanings.

Brand Jam by Marc Gobé

The fact that so many great TV ads can work in print is a sign of their brilliant simplicity. Whether the idea was intended for print or TV is not important: it’s as if they were created as one.

Don’t reveal, imply. What we can imagine in our heads is often more powerful than anything explicitly shown, whether it’s scary, funny, disturbing or otherwise. Ask yourself ‘Do I have to show everything?’ and if not, ‘Will it be better?’

We’re not aware of changing our minds even when we do change our minds.

And most people, after they change their minds, reconstruct their past opinion – they believe they always thought that.

Consumer.ology by Philip Graves

It starts and ends with the concept. The success will depend on one thing: a good idea. The tendency is to fall into the style over substance trap, or execution over concept.

Visual slickness might draw people in, but it won’t keep them there. The key question is more important than ever: will your idea stand out?

In response to the increasingly skeptical consumer who ‘doesn’t like being sold to,’ the traditional hard sell has gradually been joined by the soft sell. And now with interactive, one could almost call the approach a ‘self sell.’ Rather than always being told what to buy, consumers are increasingly making their own choices.

Researching a product may uncover ‘hard facts,’ which is great. But sometimes you have to think around the product in order to come up with a unique idea or proposition.

There’s no point having a unique proposition that services no interest for the consumer: it needs to have something that would attract the consumers and generate a lot of potential sales (for example, a brand of car that comes in a unique shade of green is unlikely to be a unique selling point).

A good ad communicates its message clearly, quickly, simply, and relevantly. A great ad not only stops you, it may also make you smile, laugh, or think. And it should also either inform, provoke, involve or interact with the reader/viewer/listener.

You should be able to describe your idea in one sentence.