Brand & marketing
One key memory finding is people forget abstract points & remember the concrete & visualisable
Steve Jobs was a master at this
When launching Macbook Air in 2008 he didn't just say it was 2cm thick, he said (& then demonstrated) that it fit in a manilla envelope... See more
Tweets From Richard Shotton · @rshottontwitter.comBrand Evolution vs Revolution
share.snipd.comSo, good news, you don’t need to worry about making your tiny brand different to grow! Your advertising should instead aim to build Mental Availability to remind people the brand exists when they are entering the category. Think ‘ Hey, we’re here, we’re good, give us a try! ’ rather than ‘ We are different from other brands, this is why you should
... See moreB&T Magazine • Small but Mighty: Tiny Brand Advertising Strategies
Embrace Risk
- Embrace risk-taking for a fulfilling life.
- Fear of failure and social judgment often holds us back from bolder decisions.
Uncensored CMO • Dan Ariely: The Hidden Forces That Shape Your Customers' Decisions
Category Problems
- Marketing people have opportunities to look at category problems that don't have a media budget attached.
- New technology negatives are salient while positives are invisible.
- New and frightening things are scarier than old things.
- Range anxiety in electric cars has two components: range and anxiety.
- It's cheaper to reduce anxiety than
Uncensored CMO • Rory Sutherland on Why Marketing Is the Answer to Economic Growth
And while we’ve been taught to think exclusively about the idea of the ‘proposition’, we’ve largely forgotten that we could often more usefully think in terms of the ‘story’. Propositions and stories are very different and we respond to them very differently. It’s easy to argue with a proposition; it’s impossible to argue with a story. Stories are
... See morePaul Feldwick • The Anatomy of Humbug
Highlight the sustainable stuff that’s “near” them
Ogilvy found that people are more likely to accept sustainable claims that are “near” to them. People are more motivated to act on sustainable claims that connect the sustainability of the product to the qualities the customer was looking for in the first place. Essentially, if “the wine tastes
... See moreJoe Fattorini • Is It Worth Being Sustainable When the Nuclear Alarm Is Wailing?
Psychologically, she hopes this new data will help marketers take a new perspective on growth and to also understand that in growing a brand and gaining new customers, they’ll also likely keep the customers they have. “It’s not an either/or trade off. Going for acquisition doesn’t mean your customers are going to start walking out the door. It just
... See more