Resonance
The feel of things vs the think of things.
My mentor John Borthwick recently turned me to the phrase: “The truth of a thing is the feel of it, not the think of it.”
I’m thinking about how the only way to get better at making things is to make things, and to let the thinking happen inside the work – where you can judge a thing based on how it feels –... See more
My mentor John Borthwick recently turned me to the phrase: “The truth of a thing is the feel of it, not the think of it.”
I’m thinking about how the only way to get better at making things is to make things, and to let the thinking happen inside the work – where you can judge a thing based on how it feels –... See more
Things I'm thinking about
Brand sustainability comes down to two things: relevance and differentiation. Something either affects a brand's relevance; is it meaningful to my life today? And its differentiation; is it unique and can I identify that uniqueness? Everything falls into one of those two buckets as it relates to brand. The goal is to be high
... See moreKat Cole • Invest Like the Best with Patrick O'Shaughnessy on Apple Podcasts
In order to meet the objectives of the ‘performance’ stage, build brand differentiation by doing the following:
Creating differentiation helps answer the ‘what are you?’ stage, but remember that performance is only one of the quadrants... See more
- Creating memorable experiences
- Displaying positive brand values
- Telling important brand stories
- Building brand personas
Creating differentiation helps answer the ‘what are you?’ stage, but remember that performance is only one of the quadrants... See more
Casey Schmidt • A unique brand resonance model guide for 2020
If your headline completes the sentence “Our product is...” You’re not using their words. If your headline completes the sentence “Now you can ______” or “I wish I could _____” or “Someday I hope to _____” then your language might resonate
Finding Language/Market Fit: How to Make Customers Feel Like You’ve Read Their Minds
When people resonate with what you create, it means you’ve correctly diagnosed and articulated a collective idea. Successful writing is the arbitrage of capturing people’s ideas and communicating it to them before they are aware of it themselves.
To increase your brand awareness, and thus answer the ‘who are you’ salience stage of the resonance model:
The more you build brand awareness, the better you’ll answer the ‘who are you?’ question, which ultimately is the key to reaching salience.
- Define your brand in detail
- Maintain steady focus on content
- Get creative with communication
The more you build brand awareness, the better you’ll answer the ‘who are you?’ question, which ultimately is the key to reaching salience.
Casey Schmidt • A unique brand resonance model guide for 2020
Don’t confuse imagery with things like logos and fonts, though these may be a part of it. Instead, consider imagery to be more about customer perception and brand image.
Brand image deals with the types of feelings a customer has about a brand. In order to create a positive brand image, you’ll need to do the following:
Brand image deals with the types of feelings a customer has about a brand. In order to create a positive brand image, you’ll need to do the following:
- Learn more about your audience
- U