How hard can a brand hit?

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One of the enduring misconceptions in marketing is that it takes a long time, a lot of work, and a lot of resources to truly empower a brand, to make it stick in your head, and to eventually be a part of your mental calculus when you go to buy something later on.

That misconception is still wrong. Brand, empowered by story and emotion, can smack you in the face with a 2×4 and instantly become powerful and memorable, if you do it right.

Here’s an example of doing it right. Watch this short video for just two minutes.

Do you remember it? Do you know what Love 146 is about? Can you remember the story and the emotion behind it, the emotions it evoked in you?

This was one of the most powerful stories I’d heard at the Optimization Summit. Love 146 was created by Rob Morris and this particularly excellent story example was created by Geno Church as part of Brains on Fire’s work to help Love 146 tell its mesmerizing story.

Ze Frank once quipped that a brand is an emotional aftertaste from a set of experiences, and that’s never been more true. What does your brand evoke emotionally? Does it evoke anything emotionally at all? What aftertaste do you leave in the brains of your customers and prospects?

If your customers and prospects feel nothing when they interact with you, then you’re a utility. You’re a commodity. You’re instantly replaceable because there’s no compelling emotional reason that keeps others – your friends, your employer, your customers – engaged.

How hard can your story, your brand, and you hit?

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Comments

9 responses to “How hard can a brand hit?”

March 25, 2010

Chel Wolverton

This works VERY well for non-profits that have a story to tell from a very emotional standpoint. A good majority of companies, small businesses, etc don't know what their brands evoke.

Figuring that out and boiling it down like Love 146 leaves you with a powerful statement of what you're attempting to accomplish and/or why anyone should care.

Reply
March 25, 2010

Dave Thackeray

This brings me back to my dawn of realisation about the difference between compel and impel.

Sure, I was compelled to watch the video, but I don't feel impelled to act.

The only way you can guarantee making people act is to be there repetitively, whether it's tangible or as a parade of moments that leave a residue of persuasion.

No matter how small, influences that resonate time and again have an 85% greater chance of triggering a conversion than a one-off instance. And 'time and again' if budget or time with your prospect is restricted, can even be a single follow-up to an initial event – it doesn't have to be manifested in a few or greater occasions.

Great post, Chris. As always, you impelled me to think differently!

Reply
March 25, 2010

David Finch

The video did exactly what it was suppose to do… It created an emotional response. If it would have had a clear call to action, I probably would have acted.

In addition, I think you're absolutely right. If you can tell a story that hooks me in my emotions there will be a great chance that I will connect.

However, the challenges for all marketers is not just telling another story, but telling the right story that becomes the foundational piece that connects with the customers experiences.

Nice post, Chris!!

Reply
March 25, 2010

Chel Wolverton

This works VERY well for non-profits that have a story to tell from a very emotional standpoint. A good majority of companies, small businesses, etc don't know what their brands evoke.

Figuring that out and boiling it down like Love 146 leaves you with a powerful statement of what you're attempting to accomplish and/or why anyone should care.

Reply
March 25, 2010

Dave Thackeray

This brings me back to my dawn of realisation about the difference between compel and impel.

Sure, I was compelled to watch the video, but I don't feel impelled to act.

The only way you can guarantee making people act is to be there repetitively, whether it's tangible or as a parade of moments that leave a residue of persuasion.

No matter how small, influences that resonate time and again have an 85% greater chance of triggering a conversion than a one-off instance. And 'time and again' if budget or time with your prospect is restricted, can even be a single follow-up to an initial event – it doesn't have to be manifested in a few or greater occasions.

Great post, Chris. As always, you impelled me to think differently!

Reply
March 25, 2010

David Finch

The video did exactly what it was suppose to do… It created an emotional response. If it would have had a clear call to action, I probably would have acted.

In addition, I think you're absolutely right. If you can tell a story that hooks me in my emotions there will be a great chance that I will connect.

However, the challenges for all marketers is not just telling another story, but telling the right story that becomes the foundational piece that connects with the customers experiences.

Nice post, Chris!!

Reply
March 26, 2010

Phyllis

This made me think of a phrase I heard long ago – marketing tells, stories sell.. something like that.

Emotional aftertaste – that's a new one for me, but it kind of makes sense – definitely gives me a new way to evaluate my message and the impact I want to make.

Thanks for another thought provoking post.

Reply
March 26, 2010

Phyllis

This made me think of a phrase I heard long ago – marketing tells, stories sell.. something like that.

Emotional aftertaste – that's a new one for me, but it kind of makes sense – definitely gives me a new way to evaluate my message and the impact I want to make.

Thanks for another thought provoking post.

Reply
March 26, 2010

Phyllis

This made me think of a phrase I heard long ago – marketing tells, stories sell.. something like that.

Emotional aftertaste – that's a new one for me, but it kind of makes sense – definitely gives me a new way to evaluate my message and the impact I want to make.

Thanks for another thought provoking post.

Reply