Your tool of persuasion might be a paintbrush or a guitar, but it’s your audience’s mind that you really want.

Once you’ve captured a corner of that, you’ll have made it.

Hegarty on Creativity by Sir John Hegaty of BBH

Emotional strategies based on a sincere promise cost less than others, since you build a loyalty with your guests that helps to avoid larger communications dollars.

Brand Jam by Marc Gobé

Larger brands generally want increased visibility without compromising the brand identity they worked so hard to build.

They want to their packaging refreshed in such a way that it attracts new clients without losing the clients that are already loyal to them.

Creativity is an intellectual process, but it is also one driven by the heart.

‘What the heart knows today, the head will understand tomorrow.’

Hegarty on Creativity by Sir John Hegaty of BBH citing James Stephens

I believe that a lot of extremely useful biographical experiences can be elicited by asking:

How was the experience for you?
What did you notice? and
What did you feel?

When doing this I help people to stay as close to a description of what happened as possible – before they get on to what they made it mean!

The truth builds people’s loyalty.

It is one thing to create an emotional identity, and another to deliver on the promise of the identity.

Brand Jam by Marc Gobé

Go after your customers and make them more loyal. Never forget that customer service is relative to expectation.

If you create some small unexptected element of surprise for the customer, that will make a huge difference.

It’s not just 26 letters in the English alphabet, a brand font has to have a personality; it has to be read by a five year old as much as by an 80 year old; it has to be used in print and screen – large and small – on devices that haven’t even been invented yet.

The most valuable thing a brand can give anybody today is clarity and simplicity.

When companies or organizations do not have a clear sense of why their customers are their customers, they tend to rely on a disproportionate number of manipulations to get what they need. And for good reason.

Manipulations work.

Start With Why by Simon Sinek

Sometimes consumers want to save the planet; other times they want to selfishly show their discerning taste through ‘status’ symbols or buying an outrageous luxury brand.

Brand Jam by Marc Gobé

Efficiency doesn’t build relationships. Quarterly-update newsletters get skimmed and don’t resonate at all.

I would rather get a quick 5-line personal email is so much more effective than a BCC: blast.

A lot of our behavior and opinions are undertaken to avoid cognitive dissonance.

We want to feel good about ourselves and we desperately go around constructing stories that prop up that belief.

The conscious mind will leap to conclusions, forming a coherent narrative based upon partial information.

This strong tendency to draw conclusions from incomplete information is a cognitive rule called ‘what you see is all there is.’

Consistency and coherence, not quantity or quality of information, are the keys to forming opinions.

7 unconscious errors we make when buying brands by Douglas Van Praet citing Daniel Kahneman

People’s relationship with your brand affects their likelihood to notice communications from your brand.

The Participation Paradox by Martin Weigel

Design is the glue between people and corporations.

But brands can sometimes give splintered messages and forgettable offerings that don’t excite people.

Between advertising, packaging, product design, public relations, Web communication, and the look and feel of their company’s workspaces, every message must fit together;

nothing can be left to interpretation.

Brand Jam by Marc Gobé

Maybe if we think about making more ugly things and not giving a shit about pretty things we can get somewhere.

Imagine if Craigslist was beautiful?

It wouldn’t feel like we’re getting a deal. So if you’re buying six-month old boxers on a really shiny website, maybe it wouldn’t work.

But because Craigslist is ugly, you feel like you’re getting a cheap deal.

Here’s what you need to know about social media:

The hundreds of millions of people using social media are interested in interacting with each other.

Not brands, not ads, not you, not me.

There are only two ways to influence human behavior:

– You can manipulate it
– You can inspire it

Start With Why by Simon Sinek

Most people aren’t exclusively loyal.

Most people aren’t devoted to a single brand and are very happy to buy regularly from a range of brands.

They have their loyalties. But they are polygamously loyal.

And this is reflected in buying patterns – brands share their customers with other brands, and they do so roughly in line with their market shares.

The Participation Paradox by Martin Weigel