The analyst firm I used to work for has a Web Site Review methodology that is grounded in — or centered on, or revolves around — a central concept: How well does a site help its users accomplish their goals?
What makes a store more than a store? What makes a breakthrough brand experience at retail?
These are questions that companies with brick and mortar assets wrestle with as they continue to lose share to online competitors or to those with mobile capabilities (smart phone-enabled mobile commerce as well as IRL roving mobile units and other non-traditional formats).
I may be dim, but have you ever thought about how people talk about brands? The brand stands for something. The brand does this or that. The brand value is whatever. The brand has a conversation with people. The brand tells stories.
Guess what? There’s no such thing as “the brand.” It has no consciousness or personality. It can’t do things. It simply isn’t.
Are you placing your brand in a “bad neighborhood?” The other day, I was contacted by a BBC reporter, Daniel Nasaw, working on a story about highway naming. At first I thought he had contacted the wrong person, but it turned out there was logic behind his query. The core question, sparked by a move by Virginia to allow corporate sponsorship of highways and bridges, was whether a brand should associate itself with a potentially unpleasant experience.
Why do some brands make it into your basket while others stay on the shelf? What makes us want to buy one and not the other? Is it solely their inherent quality or is there something else at stake? A branding expert would say that this is no accident: it’s the emotional tug of a successful brand at work.
2012, according to the Chinese calendar, is the Year of the Dragon. In Chinese tradition, each year is dedicated to a specific animal and predictions for 2012 are for a dragon-like year of excitement, unpredictability, exhilaration, and intensity.
Book Review – The Branded Mind: What Neuroscience Really Tells Us about the Puzzle of the Brain and the Brand by Erik du Plessis.
If you are tired of pop psychology and fluffy neuro-books, then The Branded Mind by Erik du Plessis is for you. This is a book with voluminous research and serious thinking about how brands embed themselves in our brains.
My curiosity was piqued by the headline of a recent article comparing Siri, the personal assistant application on new iPhones, to Speaktoit, currently available on Android phones – but not because I wanted to understand the differences between the apps. I was struck by how different the two names are – Siri: short, cute, a person’s name, vs. Speaktoit: longer, cumbersome, a function.