Does your brand make people talk? Answer these 10 questions honestly!

goProGoPro. A brand that emotionally breaks through the buzz with all their communication. Here worn on my helmet in St Anton

Breaking through the buzz today is not easy. Everyone is looking for that golden solution that will make their brand go viral. We’re exposed to thousands of brands daily and very few actually makes an impact. The enemy spells rationality! Take a look around you. See anything worth having a chat about at work tomorrow? I didn’t think so. The majority of brands out there seem to think we’re not people but machines. It’s amazing what slips through.

Take a step back and look at your own market and brand activities. Try to place yourself in the position of your target group and take a hard look at everything that in one way or another communicates your products and/or services. What do you feel? Do you instantly feel like telling someone about what you’ve seen. If not then your communication is not doing what it should do for your brand.

If the answer to these 10 questions is yes, then you are in the right direction. If not, do something about it.

  1. People can’t avoid being affected by our communication.
  2. When someone reads texts we’ve written they just can’t stop reading.
  3. When people talk about our brand they use emotional descriptions.
  4. If we ask people what music they would associate with our brand they can answer instantly.
  5. The question “Did you like our latest ad” always get a spontaneous yes as an answer.
  6. People actively go online and search for our brand after being confronted with our brand.
  7. A smile occurs on peoples faces when the interact with our brand.
  8. Our products and services tells a story.
  9. We differentiate ourselves from the competition on an emotional level.
  10. Our customers call consider themselves fans.

Always do more than you think you need to do. It’s not easy to make people react. How does your copy make me feel. Do you use images of your products that makes people go ahhh. Make sure you touch people emotionally. Make people laugh or cry. Make their heart beat. And make sure you give them something to talk about. It’s the only way forward if you wanna build a brand that lasts.

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Curiosity. My greatest asset. Born 1971 and Raised in the suburbs of style city Stockholm, creativity was always a part of growing up. With a background as a former snowboard professional (with among others Greger Hagelin from WE and Per Holknekt from Odd Molly as sponsors) and one of the few in the world who nailed a 1440° spin, I started my career on the buyer side. Marketing exclusive golf brands such as Mizuno, King Cobra and Goldwin gave me insight into the demands of advertisers and consumers but foremost the complexity behind how products actually make it into the stores. Always full of ideas, I felt I needed to move on to the creative side of the business. Internet, on the rise in Sweden drew me into the digital revolution already in 1994. In 1998 however I joined Framfab, one of the late 90’s fast-moving companies. As a concept developer and key account manager I parted in creating award winning projects for clients like Vattenfall , Bredbandsbolaget, Nike Europe and Volvo Cars. I also held a position within Framfab Innovation. The incubator of new ideas within Framfab. After Framfab had grown in just two years from 130 employees to 3400, I felt I needed to move to a smaller organization. Abel & Baker - in 2001 the worlds most awarded digital advertising company attracted me. At A&B I tool part in winning the global account for adidas, but I also worked with MTV, Nokia, Toyota, Årets Kock, ICA and the Red Cross. In 2002 I left Abel & Baker to found something of my own - Foreign. Foreign - an ideas creator with focus on the communication of tomorrow - based in Stockholm, Sweden. Foreign quickly grew to 27 employees and was awarded in the Cannes Lions, D&AD, New York Festivals, London International Advertising Awards, Epica, Clio, Cresta and other award shows every year since start up. Foreign launched both digital and integrated global campaigns for BMW Motorrad, MTV, H&M, IKEA, Omega, Beckers, Com Hem, Intersport, Kosta Boda, adidas International and many more. In September 2008 I took the decision to close Foreign down after almost 7 years. I’m now consulting within the same business on my own. Apart from Foreign I’ve also founded and Co-Founded Thru the years, leadership and success has been important, but enjoying life, loyalty and sincerity is what drives me further. I consider my part in motivating adidas to let fairly small Foreign handle adidas global digital World Cup campaigns my proudest moment in business. The birth of my two daughters Ebba & Linn is my proudest moment in life.