Quotes of All Topics . Occasions . Authors
Rituals build brands.
The enemy shapes the brand.
[Logo] is an encapsulation of an emotion.
Sex doesn't sell anything other than itself
Word-of-mouth is powerful, trusted, and cheap.
Imagine Pepsi without Coke. Impossible, right?
Remember, that the logo is really the dot on top of the i.
The world's holy texts are built on ancient oral traditions.
If we define value as emotions - and emotional engagement...i.e. love!
Products are produced in the factory; brands are produced in our minds.
Thus ideas like subliminal advertising today rarely works and or even exists.
A global brand building strategy is, in reality, a local plan for every market.
The reality is that a brand can no longer afford to be "friends with everyone."
Brands must make use of the inclination of consumers to be persuaded by friends.
Branding is not about what something says or what it means, but how it makes us feel.
We're all obsessed with our smartphones and thus really don't see anything around us.
The cornerstone of religion, a clear vision can inspire great action and firm conviction.
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.
A competitor is a valuable foil that unites a company from within and pushes the brand's boundaries.
A brand is an emotional construct. It helps you to project an image to the world which you'd like to own.
Brand handling synergy means developing and communicating your company's values and identity consistently.
Small Data is not about testing concepts - it is more to create the foundation for innovative brand thinking.
New techniques - often spinning out of technology and lack of privacy has resulted in new manipulative communication formats.
Today's evangelism is just as likely to take place via chat rooms and viral videos as it is in a personal conversation or a sermon.
I think it is fair to say that the end goal might be a demand yet your focus when building brands should rarely focus on this objective.
Small Data defines this space, identifies the imbalances we all have and thus the gap these imbalances represents for your new innovation.
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.
Roughly 21,000 new brands are introduced worldwide per year, yet history tells us that more than 90% of them are gone from the shelf a year later.
Big data is great when you want to verify and quantify small data - as big data is all about seeking a correlation - small data about seeking the causation.
Online marketing rarely is able to appeal to more than two senses - yet offline often (if utilized the right way) represents the option of multi sensory appeals.
We're also more affected by aspirational signals in an offline world where it is more difficult to "hide" and thus indirectly increases the influence from others.
I did however realize that only 4% of the world's population turns creative when in contact with water and thus we dialed this dimension down and changed direction.
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.
Fear can come across in absence of sharp corners, locked windows in hotel rooms, locks, passwords, security...fairytales (the type of storylines)...in fact everywhere.
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.
Opinion free brands simply will struggle to survive in the future - of that simple reason that we increasingly want to associate ourselves with opinionated and authentic brands.
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.
Consider Brazilian cosmetics brand Natura, which deploys a direct-sales force of more than 718,000. By knocking on doors, it has established a vibrant network of brand supporters.
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.
The U.S. has dominated and continues to dominate the society and thus products and brands activating fear - and subsequently removing fear are selling substantially better than in other countries.
In a world where authenticity increasingly is in focus, consumers are seeking more than brands who focuses on revenue - consumers want to support brands with a purpose - one that justifies an emotional engagement.
Here in particular the idea of contextual communication - i.e. communicating the right message, at the right time to the right audience - seems to generate an increasing effect on the consumer in a manipulative way.
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.
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.
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.
Placing a wedge of lime in the neck of a Corona bottle helps sell those beers. And where did that ritual come from? One story has it that two bartenders in California were curious how fast a ritual could spread. Astonishingly fast, they discovered.
Spinning out of my neuromarketing work where, based on scanning the brains of 2,000 respondents' brains using fMRI, we learned that there's a huge correlation between religion and branding - and thus the way that brands intend to generate customer evangelism are to be constructed.
Considering LEGO's considerable brand equity, you might expect that the company must have a marketing budget in the billions. Not so. In fact, LEGO's marketing budget is so modest that if I recorded it here, you'd probably think it was a typo. LEGO doesn't do its own talking; it lets LEGO maniacs talk for it.
Think about it - what's the first thing you do when waiting for someone who's late? Grab your smartphone and do something with it ...anything with it - so that you don't look like a loser. However by doing so we've lost our ability to be present - to observe, to connect with others and most importantly to be bored.