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Author Archive

Brand Storytelling

10 Keys To Memorable Brand Storytelling

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10 Keys To Memorable Brand Storytelling

Ultimately, all memories include some combination of sensory elements, contextual details, cognitive processes involved when that memory was formed, abstract concepts, and meaning.

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Brand Marketing

How Distinctive Brand Cues Are Formed In The Mind

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How Distinctive Brand Cues Are Formed In The Mind

The purpose of our communications, particularly in business, is to have people eventually act on something we say.

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Brand Management

Building Brands On What People Value

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Building Brands On What People Value

Given that rewards drive decisions, when we create the content that powers brands, one of the biggest challenges we have is to figure out what our audiences value — consider rewarding.

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Brand Marketing

How Brand Meaning Influences Customer Decisions

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Creating Brand Distinctiveness And Action With Meaning

Joshua Glenn and Rob Walker are two writers who collaborated on a literary and economic experiment between 2009 and 2010, to discover whether adding meaning to an object would draw attention and sway people to buy it for more money than it’s worth.

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Brand Marketing

The Brain Science Behind Memorable Content

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The Brain Science Behind Memorable Content And Brands

Memory’s main purpose is not to help us keep track of the past, but to help us navigate the future. This is a critical understanding for business, because decisions happen in the future…and influencing them is how you drive profits and build brands.

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