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brand-building

The Value of Investing in Your Brand to Drive Long-Term Growth


January 8, 2019 —

The Value of Investing in Your Brand to Drive Long-Term Growth


Attention Span Is Dead, Long Live Attention Span For years, we’ve been told that our attention spans are shrinking. There is so much information, so many channels and devices vying for our attention, that we couldn’t possibly focus on anything for too long. Combine that with economic pressures, shareholder expectations, and the race to keep up in the digital age, and you get something called short-termism. Fueled by our fixation on metrics, short-termism is a concentration on quick wins to move the needle. It posits an immediate, attention-grabbing impact over strategically driven,...
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Stronger Brand Building: Why Emotions Matter

January 6, 2017 —

Stronger Brand Building: Why Emotions Matter

Our brains encode emotional memories more forcibly than other data. Looking for the keys to stronger brand building? Want people to remember your brand in deeper and more enduring ways? Wish they would act more deliberately on your brand’s behalf? According to brain science, emotion is the key. I’ve long been preaching the idea that brands should generate a specific emotional aura as part of their every day brand experiences. I have urged them to evoke these selected positive emotions across the many interactions they have with people. My thinking has been that by evoking emotions within the...
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Win by Going Beyond Features and Benefits

September 7, 2016 —

Win by Going Beyond Features and Benefits

Convincing minds by capturing hearts: the new brand-building approach What comes first? The rational decision to take the next step on the path to purchase, or the emotional trigger that gets them started on that path? Aren’t we humans cool? We pride ourselves on our cognitive skills, our ability to weigh pros and cons, and our decision-making power. After all, these factors separate us from other life forms. We also prefer to emphasize our thoughts because we are able to talk about them, explain them, and defend them. However, what is clear is that we are emotional beings. We navigate...
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