What Drives Your Brand?
October 18, 2010
by thomas golden
What drives brands?
Easy: memories. Our brains remember the recent and the extreme.
Recent:
We remember yesterday. We remember the drive home. We remember the last time we had coffee. We remember the recent memories because it is easy. It is top of mind. We really don’t have to work to remember it. These memories fade fast.
Extreme:
We remember the one time we went to and had this crazy (fill in the blank). We remember our last big play to win the game. We remember horrific accidents. These instances are easy to recall because they are so different. These memories often stay with us for life.
So What:
What are you doing with your marketing? Are you playing the recent game of “Don’t forget about us,” reminding us everyday that you exist. Or is your marketing trying to create an extreme experience where you delight us frequently by not telling us you are different but proving it.
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