Branding is not about what something says or what it means, but how it makes us feel.
Products are produced in the factory; brands are produced in our minds.
A brand is an emotional construct. It helps you to project an image to the world which you'd like to own.
What do Harley-Davidson, LEGO, and Apple have in common? They're all based on communities.
When we brand things, our brains perceive them as more special and valuable than they actually are.
Rituals build brands.
Where big data is all about seeking correlations - and thus to make incremental changes - small data is all about causations - seeking to understand the reasons why.
The enemy shapes the brand.
If marketers could uncover what is going on in our brains that makes us choose one brand over another-what information passes through our brain's filter and what information doesn't-well, that would be key to truly building brands of the future.
Storytelling has driven faith and religious practice, keeping them alive for millennia. Just as every hymn, icon, and stained-glass window in a church links to a story, brands have the potential to build holistic identities.
Powerful brands in the future will instead carefully choose who'd they'd love to be friends with - and who they'd be comfortable upsetting.
Brands must make use of the inclination of consumers to be persuaded by friends.
We're no longer bored - in fact we're petrified of being alone with ourselves getting bored. Yet boredom is the foundation for creativity - an asset slowly disappearing from our world.
Small Data is not about testing concepts - it is more to create the foundation for innovative brand thinking.
Once such emotional engagement has been created - demand will always follow - yet one could say the "side product of your effort is demand" the primary purpose is to create love.
A global brand building strategy is, in reality, a local plan for every market.
Brands' use of social media is not a matter of yes or no. It is simply a matter of how and when. The next generation of consumers will expect their brands to always be available, providing interactive experiences and bringing value to our lives by taking advantage of social media tools in their marketing communications
Remember, that the logo is really the dot on top of the i.
Word-of-mouth is powerful, trusted, and cheap.
Visit your local supermarket or retail chain. You'll experience a lot of visual stimulus, but it's unlikely that your other senses will encounter any compelling messages.
A competitor is a valuable foil that unites a company from within and pushes the brand's boundaries.
Brand handling synergy means developing and communicating your company's values and identity consistently.
Imagine a smashed stained-glass window, a page torn from a Bible, or a snippet of choral singing. You would still recognize their religious roots, wouldn't you? In 1915, Coca-Cola designed a bottle so unique that if it were smashed into thousands of pieces, from a single shard of glass you'd still be able recognize the brand. We call such a device a Smashable. It can be anything from a color to a sound, from a pattern to a smell to an icon.
Because we're always more woundable when caught at exactly the time where we're in the mood for that particular product or service - and as Big Data increasingly are able to pick up on clues revealing desire - automated systems are increasingly able to hit at exactly those moments, across those channels we move - with an offer matching exactly what we're desiring.
If you were to close your eyes and walk into a place of worship, the sounds and smells would alert you to where you were: ringing bells, incense, the rumble of a massive organ. Most brands are lacking these sensory stimuli.
"If we define value as emotions - and emotional engagement...i.e. love!"
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