Left hemisphere + right hemisphere = heart touched.
Some brands try hi-tech approaches, new ways of engaging with consumers with innovative tools, and maybe they feel comfortable because they can count on measuring results. How to master the mechanics of social media, get to grips with the SEO techniques, or make the most of recent programs ou apps. That cold approach forgets the consumer and threatens the results of the communication. Because the clicks that count are not those on a screen but are in the heart. So in a competitive marketplace where a tangible difference is not easy to find, the question is : « What story can we tell ? » or, better : « What do people want to hear? »
When your product or service doesn’t have a remarkable point of difference, tell a story.
Focus on their clients rather than their product. « People make decisions based on emotion, then justify that decision using logic » (The Economist, dec 2013). The theory from the psychologist Mr Kahneman prizes emotion over information and pays more attention to a brand’s “purpose” than to its products.” Successful brands sell now a feeling. Guiness talks about a journey. Apple whishes happy christmas holidays.
Some brands try hi-tech approaches, new ways of engaging with consumers with innovative tools, and maybe they feel comfortable because they can count on measuring results. How to master the mechanics of social media, get to grips with the SEO techniques, or make the most of recent programs ou apps. That cold approach forgets the consumer and threatens the results of the communication. Because the clicks that count are not those on a screen but are in the heart. So in a competitive marketplace where a tangible difference is not easy to find, the question is : « What story can we tell ? » or, better : « What do people want to hear? »
When your product or service doesn’t have a remarkable point of difference, tell a story.
Focus on their clients rather than their product. « People make decisions based on emotion, then justify that decision using logic » (The Economist, dec 2013). The theory from the psychologist Mr Kahneman prizes emotion over information and pays more attention to a brand’s “purpose” than to its products.” Successful brands sell now a feeling. Guiness talks about a journey. Apple whishes happy christmas holidays.