We’ve all heard it before. A brand is not a logo, nor is it your products or services. Your brand is the sum of peoples feelings when they think about your brand. Or said in a more ‘techy’ way – An emotional translation of what first comes to mind when neurons fire in the brains around the world when your brand, products or services is mentioned.
As people spend more and more of their life socializing online and searching for products and services your brand is naked, exposed and on it’s own. There are no sales people telling people about your product anymore, you’re left with seconds to raise interest before people leave you and most important – your brand no longer belongs to you, it belongs to all those people online who either say good things about you or worse, tell people that your brand suck!
Here are 5 things to think about when keeping your brand together in the future social world.
1. Brand presence not brand site
I’ve written about this and that before. But it’s something worth repeating. You should not – I repeat – you should [click to continue…]
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It’s friday afternoon and I just gotta get this out of my head. Have you ever wondered why you enjoy having a cup of coffee?
Don’t know about you, but many times a day I just feel I gotta get a cup of coffee. The same feeling occurs on a thursday and friday afternoon, but this time it’s a beer that signals the neurons in my brain.
Basically what happens is your brain probably signals that it wants you to relax and the answer is a cup of coffee (or tea or smoothies) since thats what you usually do when you relax in the middle of the day at work. A strong association. It’s funny cause I remember my first Beer or my first cup of Coffee, and the experience wasn’t a nice one. Instead it was rather disgusting. They both tasted like shit.
This is what we gotta do when we create communication. We have to associate things people don’t necessary like with something they do like. This way we’ll move those associations onto the brand/product/object that we market.
I’ve taken part in creating many Flash sites, but have always tried to make sure people don’t have to wait for the experience. Today, many price winners on competitions like Cannes Lions take forever to load. So, when you are part of the jury, the agencies instead post a video that showcases the campaigns. This way agencies make sure that judges in Cannes, Clio, Epica, Eurobest, NYF, LIA, DA&D and others don’t have to wait for that super duper flash site to load. Basically, the experience is totally overlooked.
So, do you think you would enjoy that Espresso of yours if it involved a wait that was measured in % and took 2 minutes one time and 4 the next and then 3.
