We get an increasing number of requests for “Personal Branding” sites, and with good reason. If you’re starting or growing a company, people are going to look you up on the internet. It’s vital to be able to control what they learn about you as much as possible, build your credibility from the very beginning, […]
A man named Marc Gobé is credited with the creating the idea of Emotional Branding 20 years ago. His observation that connections can take place on an emotional level between people and brands has been borne out by research and practice since that time. Customers relate to brands they feel reflect their emotional identity. When […]
A great deal of research has gone into determining the fact that people typically forget 90% of content in any kind of presentation. This is as true of a website’s home page as it is of a powerpoint, one-sheet, advertisement, email newsletter, or any other type of presentation. MAKE IT MEMORABLE Neuroscientist Dr. Carmen Simon […]
One of the most famous ideas in the history of marketing is Robert Collier’s quote, “Always enter the conversation already taking place in the customer’s mind.” In essence, good branding does exactly that… or it creates a new conversation the customer is willing and even eager to take part in. THE QUESTION: If you agree, […]
I hope we’ve established that marketing is branding and branding is marketing, so let’s talk a little about making yourself distinctive – the very heart of good branding. A MENTAL BOX: In branding what you want to do above all is create a separate box in the mind of the public which you and you […]
Earlier in this series of articles about branding and naming, I promised I’d talk about what to do if your brand was your birth (or assumed) name. HUMANIZING: You know by now that you want to have an evocative name – one that appeals in some way to the “human” in everyone, that creates an […]
We talked in our last article about Evocative Naming – a name that strikes an emotional chord and differentiates a brand. POSITIONING: Branding IS positioning. The idea is to create an identity – one that rings true, that personalizes you so customers connect with you, and that creates a category of its own (see article […]
Let’s talk a little bit about “Naming” in the context of Branding and Marketing. THE PURPOSE OF MARKETING. The purpose of marketing is NOT to sell, but to make yourself stand out from the crowd. That’s the reason that Branding has really become synonymous with Marketing, and the process of naming a company or product […]
There are 6.2 million millennial households in the United States earning $100,000 or more each year. Your target market may or may not include millennials, but if it does, here is some advice from one such member of our world. MILLENNIALS PREFER EXPERIENCES, NOT THINGS. “It’s way cooler for us to be able to say […]
It’s easy to understand that if your home page evokes an emotional response, there is more impact for the viewer. But there is a deeper reason why designing for emotion is essential to branding yourself. TWO KINDS OF MEMORY. Studies show that there are two kinds of memory – short term (or working) memory, and […]
