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Blog (How Does It Make You Feel)

Emotions Rule the Roost

The power of any brand is, simply, how your association with it makes you feel. You might say you have...

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The Big F Word: F-E-E-L

Next time you go to a supermarket to do your regular shopping, watch people get lost to the world as...

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Story

Every Brand is a Story. How Will Yours Be Told?

Storytelling is the most elemental form of human communication. People pass along their brand experiences to others in the form...

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Higher-Purpose Branding

IBM is an example of a company with integrity and authenticity, and as the best business leaders know, these are...

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Branding is the Most Powerful Yet Least Understood Business Strategy

Brands are about feelings and not facts. This is why businesses still struggle to grasp why people are drawn to some brands and not to others.

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Soft-Side Differentiation: It’s the Little Things

Do you remember the old popular song “Little Things Mean a Lot”? It would make a good anthem for the companies out there who do not understand that a consciousness of doing what you say you will do when you say you will do it is a vital part of what works for a brand.

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Creating the Magic of a Brand

In the context of a life being lived with all its doubt and certainty, happiness and sadness, it might seem trivial to talk about what part brands play in these engrossing privacies. But we must look there because it's around the doubt and certainty, and within the happiness and sadness, that brand stories must truly reside. And when we think about how we can attract extremely distracted people to our sainted product, we have to think about how it can contribute to their enchanting dramas, how it might find a place within their deeply personal sense of identity, how it can make the journey of their lives easier, better, happier, or somehow more fulfilling.

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The Scarlet “S” of Segmentation

Looking at how brands affect our subconscious thoughts and feelings provide refreshing insights for all marketers who want to better understand what makes you, me, and the rest of the world tick. Not just for profit but for the sheer fun of getting to know ourselves and our customers as human beings. We are not Affluent Singles, or (my favorite horror) DINKS, meaning Double Income No Kids. These kinds of pigeon holes are artificial designations, known as “segmentations,” to make marketing seem easier, but they lump us into amorphous masses that simply do not align with the way we think of ourselves, our families, or friends and neighbors.

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Brands are a Form of Self-Expression

When I say brands are about feelings, not facts, I’m proposing once again that people make buying decisions based on how what they are buying makes them feel. Does it make them feel more confident, secure, cool, pretty, smart, savvy, or happy? Does it represent their values? Would their friends approve? What do their choices say about them as people?

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Why Everyone In Your Company Should Be the Brand Manager

How customers feel isn’t simply important to the marketing and sales department. Chief executives and their financial counterparts have a vital interest in customers' feelings. It is the job of everybody in your company to court customers who have feelings that could turn him or her into loyal converts for your brand. That is why the most important answer you might ever seek is the answer to the title of my new book: How does it make you feel?

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