Recall has access to those memories we can summon with words, through the semantic memory system. This is the place where language is created, and where our experiences are tagged with word-concepts to give them meaning. Recall, therefore, is the correct tool to use when determining a brand’s positioning.Continue reading
The metaphors we use to think about things influence the way we interact with them, and how we attempt to change them. If you think about a corporation as a giant machine, you compartmentalize yourself, become a cog in its wheels, and attempt to move it through force by identifying leverage points to build a business. But if you think about a corporation organically, then you become part of an ecosystem in which you compete to find your niche, and you grow business through patience and cultivation. What metaphors do you use to think about brands?Continue reading
Working memory is the bridge connecting experience to long-term memory. For advertisers, it’s where engagement with an ad becomes a branded memory. That’s because working memory is the place where Meaning is made.Continue reading
There are a couple of different ways to measure a brand’s share-of-memory. The most important for predicting future share-of-market is by looking at your share of memory from the top down, with top-of-mind brand awareness.Continue reading
Human memory is organized much like computer memory in that both include a scheme for the hierarchical encoding of memory. Understanding the different levels of memory is also important for understanding how a brand works.Continue reading
Now that Breville has acquired ChefSteps, and the connected cooking tool Joule, the 8-year journey of this startup has come to an end, and the next chapter of scaling the business begins. So now is a good time to look back at the origins of this brand.Continue reading
One way that you can think about how product categories grow is that you simply add more users. But a more interesting point-of-view is to think about how categories grow in the mind. They grow more complex.Continue reading
Do you have a brand? Peter Drucker, the original management guru, once taught, “If you can’t charge a premium price for your product, then you don’t have a brand.”Continue reading
At one level of marketing, brand building is a street fight for attention in the crowded Bazaar of commerce. One message that always breaks through the clamor for sales is “free!” What is its power?Continue reading
Hollywood and Madison Avenue are both hit-driven businesses. One big success can make up for a lot of average performances. But the odds are against you. Players can improve their batting average by bringing disciplined learning to the game.Continue reading
In just six minutes an unknown, unemployed Scottish singer burst onto the international music scene as a contestant on the TV show Britain’s Got Talent. It was a real-life version of the “Ugly Duckling” fairy tale. It is also a fine example of the power of the surprise that lies at the pivot point of our perceptions.Continue reading
The “sales funnel” is a modern term for how the various parts of the marketing program fit together. This is one we did for ChefSteps while they were building their online cooking community through social media.
Note that in the middle is the crucible containing the emotional tension between fear and love. It’s what the old ad master Leo Burnett called the “inherent drama” of the product.
And at the bottom of the sales funnel lies the brand.Continue reading
Physical humor has a long evolutionary history, from circus clowns to Charlie Chaplin, Buster Keaton and the Three Stooges, to Monty Python, Steve Martin, Jim Carrey and Mr. Bean—and America’s Funniest Home Videos. Why is it so funny to watch people fall down?Continue reading
Building a successful business from scratch and building a brand follow similar growth curves. The difference is that one must be done in the real world and the other must be done in the mind.Continue reading
The paradigm for the Tech Giants of the West is: Data first! This appears to lead to the creative destruction of the old paradigm of the East: Insight first! What if they’re both necessary?Continue reading
The schisms of today are not just caused by the separation of the Head from the Hand, that each share a broken Heart. There is also a discontinuity that arises from the fundamental difference in the scientific and the artistic world views. Mathematics can help explain the difference. Continue reading
A novel, unlike a movie, is an exploration of the inner world of a Character(s) thoughts and feelings. To design an interior universe, therefore, an author must operate with an implicit Theory of Mind. Continue reading
“I didn’t see that coming!” is the mark of good storytelling. Surprising information—aka “news”—is what wakes up the mind and engages the attention of an audience. “I wonder what will happen next?” At the other end of a story is our psychological need for closure. So what happens in the middle of the story? Continue reading
When you’re swimming in a Sea of Information
creativity is not the source of Growth. Curiosity is. Continue reading
Here’s a simple thought experiment about the mind: imagine that you are holding two magical cups in your hand. The first contains the universe of all the memories you have of all your experiences; the second contains the universe of all the experiences you can possibly imagine. Which is the larger cup? Continue reading
None of us knows how much time we have in the world; but all of us have the same amount of time to spend each day. How much time do you spend on advertising? Continue reading
Pixar’s movie Inside Out got a lot of the ideas about how the human mind works basically right. In particular, it shows us that it’s our core memories that make us who we are. Continue reading
Are you, at the core of your identity, the same person that you were yesterday? Last year? The day you were born? The sense of Self that persists over time may be an illusion—but it’s also a mathematical property of your brain.
Many marketers might reject out-of-hand the idea that there could be a standard, intuitive frame-of-reference for thinking about brands, ads, audiences and media content in an integrated way. But the biology of our memory systems suggests otherwise.
This infographic is a quick review of some of the ideas I’ve been working through in blogs past and future.
Introducing a new product is normally a challenging communication problem but doing so in a category that many in your audience have never heard of before makes the job twice as hard. That’s the problem the Seattle start-up Chefsteps faced a couple of years ago when they launched their new precision cooking tool, Joule.
Imagine you’ve been invited to a glittering Hollywood party full of lots of interesting people. Your Media host welcomes you at the door and looks around at the different circles of conversation going on, trying to decide which group to introduce you to—and then it’s up to you, the Advertiser, to figure out how to break into the conversation, and make a memorable impression.
If you are running a restaurant, you have basically 3 marketing levers that you can use to drive your brand. Which lever should you pull? It depends in part on which ones your competitors are pulling.
Our ability to form analogies and generate metaphors is useful for more than just writing poetry or creating great print ads. It’s also the secret to how the head thinks about the hidden relationships between things and how our memories are turned into images of things that do not exist by our imagination.Continue reading
According to some historians, the cognitive revolution occurred about 70,000 years ago, when some glitch happened in the brain so that humans first learned to gossip and tell stories about each other. That’s when we learned to swap memories with each other—and culture-building cloud computing Version 1.0 was invented.