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Showing posts from May, 2016

The Economy of Simplicity

In marketing, we have two ways to get people to buy our products; increasing motivation and making things easier. Historically, we tend to default to motivation since it is what we know best. We create communication that hits an emotional nerve to gain a strong association in the consumers' minds. When done right, emotional advertising works even without people knowing it. Customers just need to be exposed to an ad for a period of time. Motivation, however, requires willpower, which is hard to maintain. Anybody who has ever gone on a diet knows this all too well. In the morning, you wake up motivated to eat well, but by the afternoon, motivation hits rock bottom, and you eat up three chocolate chip cookies courtesy of a co-worker. Ease, on the other hand, focuses on giving people the ability and opportunity to take action. We do that by removing barriers or providing the skills to take the desired behavior. Contrary to motivation, ease does not require willpower. Once we removed …

Brand Judgement in a Blink of an Eye

You are probably familiar with the expression; You only get one chance to make a good first impression.  But can people really create an accurate perception of your brand in a blink of an eye? And what does that flash view of your brand mean for your online brand image?   In today's smartphone era, this is the dilemma that brands are facing. People have shorter attention spans than goldfish. Human attention span has lowered to 8 seconds due to digital technology. Most of the consumer interaction with brands happens through social apps. People engage with brands as they scroll through Facebook, look at pictures on Instagram, and watch Snapchat videos - which last for just a few seconds. This poses the question; how fast can brands make an impression with consumers? 

Individuals can make accurate judgments with surprising speed and sensitivity. A balancing view of social perception is that, in regards to time, on one hand we are influenced by context and past experiences, and on the…

The New Laws of Brand Fairness