added by sari · updated 2y ago
Rory Sutherland: Life lessons from an ad man
- Advertising adds value to a product by changing our perception of it. An example I love that is not mentioned in the book: for years, few people bought “death insurance.” Then some genius changed the name to life insurance and grew the industry by many billions of dollars. After all, life insurance sounds so much better than death insurance.
from Check your Pulse #14 by Sari Azout
sari and added
But again, value is a perception, not a calculation, which is the reason companies make such a big deal about investing in their brand. But a strong brand, like all other intangible factors that contribute to the perception of value, starts with a clear sense of WHY.
from Start with Why: How Great Leaders Inspire Everyone to Take Action by Simon Sinek
- We value the virtual representation of an object more than we do the object itself (Walter Benjamin would like a word!) You can see this phenomenon as well in the proliferation of brands executing brief, localised wildposting campaigns in cool New York neighbourhoods. While these might catch the eye of a handful of locals, the value of these print ... See more
from Elizabeth Goodspeed on the power and perils of the mockup