Sublime
An inspiration engine for ideas
Rather than setting their sights on the traditional, broad segments, smart brands will target narrower demographic tribes of shared taste, interest, and sensibility. Psychographics—close study of customer lifestyles, interests, attitudes, and more—is nothing new. And of course, it's received wisdom now that the Internet has made it possible to
... See moreDavid Mattin • Trend-Driven Innovation
Peggy Burke, a legendary brand designer for Silicon Valley companies
Al Ramadan, Dave Peterson, Christopher Lochhead, • Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets
“The consumer is influenced in his choice of styling by two opposing factors: (a) attraction to the new and (b) resistance to the unfamiliar,” he
Derek Thompson • Hit Makers
“the most important thing Gene taught me: copywriters don’t create demand. We channel existing demand.”
Eddie Shleyner • Very Good Copy: 207 Micro-Lessons on Thinking and Writing Like a Copywriter
factors relevant to be an acceptable member of the category to ensure the brand does not underperform.
Jenni Romaniuk • Better Brand Health eBook
Most consumers are simultaneously neophilic—curious to discover new things—and deeply neophobic—afraid of anything that’s too new. The best hit makers are gifted at creating moments of meaning by marrying new and old, anxiety and understanding. They are architects of familiar surprises.