a simple model
there is often a considerable difference between the stories we tell and the way they are understood. we call it the human distortion, caused by how several dimensions within each of us organize themselves to analyze the information we get to process.
the fun really starts when we get to decode this irrationality and break it down into sensible information and data - mixing some neuromarketing techniques, a pinch of human psychology, the right amount of marketing theories and a lot of good old common sense.
our simple model helps identify the mix of irrational elements at play and how they can be leveraged.
three conflicting brain layers
instinct, emotions, and reason
our brains are made of three layers: the reptilian complex, limbic system, and neocortex – respectively in control of our survival instinct, our emotions, and our reason. the way they fight with each other for supremacy over our decisions – quite like kids over their favorite toy – is tweaked bit by bit throughout our entire life by all the experiences we go through.
our challenge: design a system flexible enough to address all three brain layers and adapt according to people’s past experiences.
five complementary senses
sight, touch, taste, hearing, and smell
we all perceive the world around us through our senses. however, the cultural environment we get raised in or evolve in gives specific meanings to some of our sensorial stimulations. sounds, colors, shapes, textures, tastes or smells usually have very different connotations or generate different reactions in separate corners of the world.
our challenge: design the perfect cultural and sensorial system based on what we all have in common.
one perfectly tuned mindset
context and conditions
people behave, collect information, and analyze that information differently in different contexts. if one is not in the right mindset to recieve a specific piece of information, the message could get completely lost or ignored. therefore, building the right conditions in the right context not only guarantees but actually enables you to express you mean properly.
our challenge: align all the human and contextual attributes to get people in the right mindset.
more from our blog
we don’t need words as much as we think
we tend to over-index on words. there are more human and universal ways to communicate what we mean, but many marketing professionals tend to overlook them much too often.
how Disney truly understands the difference between translation and localization
there is a big difference between being available in a different language, and having a true and deep meaning for someone who happen to have a different way of expressing themselves and looking at the world.
a brand reaches higher when it stops considering itself as a brand
brands can become much more meaningful when they stop considering themselves as a brand, and start defining themselves as what they represent and stand for. not just a logo, color codes and type treatments.
the art of shapes by The Thin Gold Line
I was just browsing through my Instagram feed when I ended up on the profile of The Thin Gold Line. and if you believe, like we do, that shapes can be very powerful assets, you should definitely check them out.
one. two. many. not three.
I just heard a story about a language that doesn’t actually count any further than two. everything more than two is just “many”.
when you hear why, it actually makes sense.
what is your center?
most of us have that one simple idea that we prioritize over everything else. that one deep thing we truly believe in and would not trade for anything else in the world. what is that core idea, that essence, that unwavering truth about you?
Cinderella 2.0: transmedia storytelling
so many people. so many cultures. so many channels. and everything should still be consistent, aligned, somehow, and yet with content customized to their specificities…
ice cubes and pshit sounds
even digitally, our senses can be engaged. some brands protect characteristics like strategic sounds or visuals, like the pshit of a bottle opening or the jingle of ice cubes.
some words of wisdom
here are a few words from wise people who managed to make so much sense to so many people all around the world.
I love Mickey Mouse more than any woman I have ever known.
Walt Disney
An inventor is simply a fellow who doesn’t take his education too seriously.
Charles Kettering
Nothing is particularly hard if you divide it into small jobs.
Henry Ford
