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