Creating a non-boring brand
People are endlessly tired of brands and ad messages. They don’t buy because of famous brands they know.
There is so much noise that people have learned to ignore ads and brands.
All the brands are noisy and similar.
Founders and marketers are trying to communicate with their audience 24/7/365. They run ads, create content, interact in communities, start new topics, and host events. But in most cases, customers don’t want to participate in those conversations.
So why are brands still important?
They help us think less. We love to think less and spend less time making decisions. This strategy spares a lot of time and effort we’d like to spend on something more pleasant or useful.
An example?
Let’s say my wife asked me to buy some juice. I go to the supermarket and see this:
How in the world am I supposed to make up my mind?
Option #1.
To make a rational decision. Read all the labels and reviews. Compare ingredients. That’s a lot of time, and I’m lazy AF.
Option #2.
To make an emotional decision. Few to no people buy using their heads. The purchase is an irrational act. It’s a triumph of a dream over common sense.
I just love Apple. I will also rationalize buying a $3k laptop even though there are many other options for ⅓ of the price. I love Liquid Death. Yes, it’s high-quality mountain clean water, but like the other hundreds of bottled water brands.
Brands use creativity to make people fall in love with them
Love has almost no rules or reasons, and no science is behind it.
I said almost no rules because there is one: It’s impossible to get in love with a robot. Even if this is the sexiest robot. And there are so many brands-robots. They try to be right and rational, likable to everyone. Instead of living companions, these brands feel boring and empty — made by the books and rules.
The properly constructed brand should be a triumph of dream over common sense.
In this mini-course, I’ll share
Tips on how to create a non-boring brand
Tutorial to running a brainstorming brand session with your team
How to create brand and customer persons and use them in your marketing strategies.
The tutorial is free, and I don’t use it as a gate to sell you anything as a paid course.
Let's take this to your inbox
In this mini-course, I’ll share tips on how to create a non-boring brand, a tutorial for running a brainstorming brand session with your team, and explain how to create brand and customer persons and use them in your marketing strategies
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