I'll get asked what I'm reading re: relevant "brand" related material ... my answer about what's the best "brand book" usually produces some strange looks: the best book regarding branding isn't about branding at all... I usually answer that Malcolm Gladwell's book "Blink" is the best out there.
The book is steeped in the observational premise that we – as human animals – are built to "thin-slice" information. "Thin-slicing" is making firm determinations about a subject with just a "blink" of information. 1/15th of a second can determine your opinions of a situation, object, or person. We tend to spend the rest of our time supporting this original supposition; altering the course of this initial impression takes a lot of time and data.
What the book does best is illustrate how quickly we (as humans) make determinations based upon imperfect data; this to basic premise to careful branding. If everything "feels" right to a target, there is a higher chance of executing a sale (a good friend preaches the "Odds Are" sales technique). The magic of branding is simple: have a strategy and support it. What is difficult is having the discipline to stay the course. Straying off this course might mean our initial "blink" moment with a target is not what we want them to think. This is why a business card, web site, sals pitch or logo are not just pretty things; they are your tools in the psychological warfare for your potential customers.
If we understand how our target audience breaks down information we should use that to our advantage in every way possible. The mistake is that companies typically want to push out their info in the way they see as important to their profits; the smart companies tailor their pitch and solutions to the best audience to buy. HUGE difference.
The book truly is fascinating. Check it out.
- Andrew Curtis, FUEL VM
To see if FUEL VM can help with your marketing, brand or Web development needs, please visit fuelvm.com.
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