Clients don’t know.
Clients don’t know. This is rule number one if you are in the brand development process. Don’t misquote me. Clients know a lot about their products and their customers but clients are humans and humans have perceptions that sometimes are wrong and this can be a huge problem. Remember—in the brand development process perception is […]
About branding… Be first or be different
About branding… Be first or be different. By Ken Gasque Being first with a good idea is really difficult and may not happen but once in your lifetime, if it happens then. Apple’s iPod, Coca-Cola, WD-40, Dixie Cups, Post-it Notes, Duct Tape, and Google are just a few great ideas that were first to the […]
What is differentiation?
What is differentiation? Differentiation is as small as something that makes your customers smile to something as big as a new way to listen to and access your music—iPad. I read recently that we need to think about what our customers want by filling in the sentence for them… “I want to _____________.” Such as […]
What is perception and how does it work?
What is perception and how does it work? You have heard that “truth is stranger than fiction.” But did you know that fiction is more readily believed than truth? We read Harry Potter and have no problem believing in goblins, witches and all sort of magic acts. We go to movies and cry because the […]
What is perception… decisions, decisions, decisions
What is perception? Decisions, decisions, decisions… How fast is a perception? Malcolm Gladwell describes this decision making process in his book Blink… how fast is a perception? Psychologist Nalini Ambady asked her students to review three ten-second videotapes of a teacher without any sound. She then asked them to rate the teacher. She did the […]