Ask a businessperson or a marketing professional, “What is branding?”
Go ahead. Go do it. I’ll wait…
Did they mention the importance of a having a logo? Did they talk about the consistent use of a chosen group of “brand” colors and a particular font and layout and look and feel? Have you done what they told you? Congratulations! You now have a visual style guide.
The goal of the first is to make yours the company the customer thinks of immediately and feels the best about when they – or any of their friends – need what you sell. This is called a “relational” ad campaign. It works better and better with each passing year.
Four words have echoed in my head for several days. “Not everyone. Not always.”
Why do such thoughts leap sparkling like swordfish from the dark waters of the mind?
I can’t be sure, but I suspect my heart is responding to all those authoritative voices making silly statements about “the customer” with misguided certainty. They whisper to us from websites, blogs and business books.
Hi, everyone! My name is _____________________. Because Wizard Academy appreciates your generous donation to help keep Chapel Dulcinea open, free and beautiful, I’m going to take you on a 4-minute walk to Wizard’s Tower, where we’ll enter the underground art gallery, then go straight up to the Star Deck where I’ll tell you a 2-minute story, then you’ll have 15 more minutes to take photos and enjoy the view from nearly 1,000feet above downtown Austin. Follow me, please.
Bad ads are about you, your company, your product, your service.
Good ads are about the customer and how their sun will shine brighter, the air around them will glitter with magic, and the stars in their darkness will twinkle more richly if they choose to bring you into their world.
The statesman, according to Wikipedia, “who is often regarded as the father of modern conservatism,” was Edmund Burke (1729 – 1797). I was unaware of this until I stumbled upon it while searching for the origin of the famous statement, “All that is necessary for the triumph of evil is that good men do nothing.”
September 17, 1787: When George Washington saw the Constitution of the United States of America finally adopted after four months of intense debate in Philadelphia’s Pennsylvania State House, he immediately went to a bookseller and paid 22 shillings, six pence for a copy of Don Quixote de La Mancha.1
Why do old songs pop into our heads? Unheard for decades – and often a song we never even liked – there it is, filling the echo chamber of the articulatory loop of working memory in the dorsolateral prefrontal association areas of our brains.