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.
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?
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.
See how a coffee cup can appear human by adopting some basic body language…
imagine George Lucas’ Star Wars without its soundtrack by John Williams or with different sound effects… not really the same mood.
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…
just like when we were babies, we always filter information based on how we categorize the sender: friend or enemy.
Ever heard the saying “sex sells”? What about “sexy”? Have a look at some Coca Cola ads…
Who thought washing powder could try to change perception and behaviors?
Brands compete on intangible attributes. Commodities compete on price or convenience.