There are only two ways to influence human behavior:

– You can manipulate it
– You can inspire it

Start With Why by Simon Sinek

Confidence depends on the quality of the story they can tell. So it’s not surprising that one of the hottest new forms of advertising is ‘Branded Content.’

Increasingly advertisers are choosing to spend their investments often in the form of entertaining stories that blur the line between conventional advertising and entertainment.

We might enjoy these new forms of advertising better, but we also may become more influenced by them without ever knowing why.

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

In the traditional ad business, we’re always reminding our client that consumer behavior is not rational.

We lecture them on emotion as a factor on buying decisions and brand preferences.

We explain to them that an ad is not a court case in which the best argument wins.

We are convinced by advertising based on consistency and coherence, not the quality and quantity of information.

The best ad campaigns involve a simple clear emotionally evocative idea repeated over and over again.

Less is in fact more.

You can have a great product, but a compelling story puts the company into motion.

If you don’t have a great story it’s hard to get people motivated to join you, to work on the product, and to get people to invest in the product.

The greatest strategy you can employ is the truth. It is handy also, because you can always remember what you’ve said.

Hegarty on Creativity by Sir John Hegaty of BBH

We make decisions based upon the memories of our experiences — not the actual experiences.

How we feel about a brand largely depends upon our memory of the experience provided by the brand, not what actually happened.

These are not based on the reality of these experiences but almost entirely on the peak moments and the concluding impression — whether positive or negative—the brand has produced.

Manipulation works.

Every manipulative tactic can indeed help influence behavior and help a company become quite successful.

But there are trade-offs. Not a single one of them breeds loyalty.

Over the course of time, they cost more and more. The gains are only short-term.

If you have exceptionally deep pockets and are looking to achieve only with no consideration for the long run, then these strategies and tactics are perfect.

Start With Why by Simon Sinek

Not only do brands transform our beliefs and experiences, we feel even better about a product just because it costs more.

That’s because experience has taught us that things that are expensive are usually higher quality.

The meeting of two personalities is like the contact of two chemical substances: if there is any reaction, both are transformed.

Carl Jung (via psych-facts)

Email remains a more effective way to acquire customers than social media.

Nearly 40 times that of Facebook and Twitter combined.

The problem with stereotypes is not that they are untrue, but that they are incomplete.

They make one story become the only story.

Chimamanda Ngozi Adichie, The danger of a single story (via ted)

Brands add value not in the product but rather within our minds.

That’s because our enjoyment is shaped by our expectations and these are molded by our memories.

Manipulative techniques have become such a mainstay in American business today that it has become virtually impossible for some to kick the habit.

Start With Why by Simon Sinek

Read shit and you’ll think shit and you’ll create shit.

Hegarty on Creativity by Sir John Hegaty of BBH

What we project onto a drawing or symbol is what we see in our own minds. It allows our imagination to engage in a deeper way as our mind is stimulated.

Brand Jam by Marc Gobé

Like it or not, we’re all in sales right now… whether we’re teachers or art directors or in healthcare.

Most brands are realizing that their social media programs are way more time consuming, way more expensive, and way less capable of driving sales than was promised.

Understanding major shifts in the way people relate to brands is a critical step in comprehending the public.

People gravitate toward brands that speak to them in a very clear, honest, and uplifting fashion.

Brand Jam by Marc Gobé

Make good content. Tactics to optimize SEO are so readily available and are built into the major CMSs.

Make good content and the rest will follow.