Humans are emotional beings. Most of us make emotional decisions, and then rationalize them. For your brand to resonate emotionally, you must know your WHY. We love brands because we have a philosophical or emotional affinity for them. We justify our emotional connection to their “whys” by pointing to the their hows and whats.
The digisphere is all up in arms today about how Britain’s Natural Environment Research Council decided to crowdsource the name of its new, £200 million, state-of-the-art, polar research ship – only to discover that the most popular name was “Boaty McBoatface.” In the professional world we inhabit, crowdsourcing has been around for a while. Just… Read More
Attempting to learn this art, thus far, has had me feeling eerily like Luke Skywalker or Neo from the Matrix. It’s like trying to unhinge my mind from the basic laws of creative physics in order to incept subtle, coercive seeds of influence