Monday, August 27, 2012
Branding: A Disruption in the Field
"If it doesn't sell, it isn't creative," said David Ogilvy, past master of advertising and founder of the agency that bore his name.
The whole point of branding is to generate leads, make sales or improve conversions. This means that your brand image and message must do more than communicate; it has to resonate with your prospect universe.
Here's the deal.
Quantum physics tells us that everything is energy. Behind the world of “apparently” is an unbroken whole of “possibility" from which we extrapolate significance.
It is as we perceive it – a tiny sliver of connection in the mind’s eye, a memory, a desire, a projection, a point of view..
People are infinitely creative.
Mind organizes the energy within which we occur, with which we combine, by virtue of self talk.We accept, we reject, we fall in love, we aver, we plan, we remember, we focus, we day dream - all in a fathomless stream of internal chatter. We're so good at imparting significance to the energies present in our world, it's our second nature. We swim in it like fish in the ocean, without knowing it.
The more concrete and absolute we hold our point of view, the greater the drama - be it fear or fascination - when we encounter something outside the realm of our fixed beliefs.Some people call this Truth with a capital "T." At best, it's truth as we know it or the way we'd like it to be.
Even the most brilliant among us are only beginning to fathom the principles of the universe. Whatever it is, we are not outside observers but partners in its unfolding.
From this quantum perspective, we don't have a point of view; we are one
Tribal by nature, we seek safety in numbers, gravitating to people who have ideas like us and acquiring things that reflect us, expressing the Inner Ideal we are or wish to be.
Outside our internal programming, we are subjected to a fathomless stream of external programming.
On the television, we flip on first thing in the morning and switch off the last thing at night. On the car radio we listen to on the drive to work. On the Internet we surf throughout the day. In conversations, meetings, mass communications,day in and day out, we are awash in salesmanship.
Conscious or subliminal, this programming tells us how to look, how to act, how to talk, how to be pretty or smart or clean or rich with everything from teeth whitening strips to financial investments and how to avoid, escape or alleviate pain be it headache, financial loss or the heartbreak of psoriasis.
At some level, we're buying in whether we are conscious of it or not.
This buy-in is visible in shirt colors and skirt lengths. It's visible in the vehicles we drive - cars or trucks, foreign or American. It's visible in our homes, lawns, laundry detergent... well ...look around you. Everything that you perceive as concrete is the reflection of an invisible realm of dynamic energy and the mental constructs we make that give it form whether personally or en masse.
So the whole point of branding is to effect a disruption in the field - to stand out, to arrest, to breakthrough the clutter, to make such a favorable first impression in a single take that the right prospects are compelled to take a second look. Click. Try. Buy. Get out of the Lazy-Boy and into the mall!
Image is the bait. Message sets the hook.
And the only way a brand marketer can effect such a disruption is to be grounded in what matters to the prospective universe you want to tap.
How well do you know your customer, his or her secret desires or hidden fears? How well does your value proposition match up? What emotional triggers drive the purchase decision? Is your brand message connecting with your customer's point of view? Is it distinctive, memorable, communicating powerfully, seamlessly why you? Is it intrusive, compelling, a disruption in the field?
If not, maybe it's time to change the frequency on which you're transmitting. Not what's out there for you, but what's in it for them.