A brand’s “image” is an attempt to project a coherent identity, with a unique personality and distinctive style. A brand’s “positioning” is an attempt to “own” one or two key words in the mind of the consumer that sets your brand apart from your competitors. These are two sides of the same coin. While a picture may be worth a thousand words— a word is also worth a thousand pictures.
Beauty is in the eye of the beholder. So, in the age of micro-targeting, it becomes more than a problem of casting; it’s also a problem of measurement.
Much of marketing activity, especially advertising and media, is based on targeting by age cohort—the Silent Generation, Boomers, Generation X, Millennials, and now Generation Z. The reason for this is that these groups share memories that lie at the core of each group’s self-identity—which is predictably caused by the memory bump. Continue reading
The ability to see something from someone else’s point-of-view is the basis of empathy. Being able to shift your point-of-view is also the essence of thinking like a marketer. Continue reading
When you are creating an ad, the first job is getting the attention of your target audience. Attention is the search engine that drives top-of-mind brand awareness, which, drives sales. How, then, does “attention” work?
In each moment of our lives a tremendous amount of information comes at us, and the conscious mind has the capacity to process only a tiny fraction of it. That is what is driving the current interest advertisers have in understanding the differences between System 1 (unconscious) versus System 2 (conscious) processing of information. But the real question is, “How does the unconscious mind decide what information to let into our consciousness?”
At its core, Facebook is not just a social network. It’s also an elegant self-reporting measurement system for decoding users’ cognitive process as you scroll through your timeline. The data Facebook collects (one level up) has a parallel information structure to the same three measures Ameritest collects to predict the images consumers will remember from the ads we test. Continue reading