Given that rewards drive decisions, when we create the content that powers brands, one of the biggest challenges we have is to figure out what our audiences value — consider rewarding.
‘A picture is worth a thousand words.’ Cliché, but true. In fact, it’s a cliché because it’s true. A battle between pictures and words is like one between Mike Tyson and Tiny Tim: the picture throws the bigger punch. Consider the following:
How do we recognize a brand? What do consumers see, and how different is that from the ways brands are structured?
Advertising needs to be emotionally absorbing. Otherwise, it’s irrelevant, stale and ineffective. The mind is geared to filter out stimuli, requiring emotion to achieve breakthrough.
Joshua Glenn and Rob Walker are two writers who collaborated on a literary and economic experiment between 2009 and 2010, to discover whether adding meaning to an object would draw attention and sway people to buy it for more money than it’s worth.
