One glance is truly all it takes, and recent eye-tracking studies demonstrate how quickly first impressions happen.
Dr. Hong Sheng, assistant professor of technology at the Missouri University of Science and Technology, employed eye-tracking software to analyze and scan response patterns as students viewed website screenshots. Subjects averaged merely 180 milliseconds on a particular section before moving on. (For a reference, 185 milliseconds is about the time it takes for a helicopter rotor to make one full rotation).
Just Do It.
Have You Had Your Break Today?
You Can’t Beat the Real Thing.
The 1990s brought us many of the world’s most iconic slogans, but certain companies have a corner on memorable branding.
For example, a 2015 survey of 3,000 people in the U.S. and the United Kingdom were shown logos of 100 top global brands, then asked to name and describe those they found most memorable. Nike was at the top (16% of respondents cited it), followed by Apple (at 15.6%), McDonald's (at 11.1%), and Coca-Cola (at 9.7%). (Read more)
The winter of 2013 was a hard one for Georgette Carter.
As a single mom raising two young boys while she cared for a father with dementia, money was very tight. Then, she totaled her car and found her resources – and her hope – were nearly gone. That is, until a 1996 blue Ford Contour arrived from the Connor Brother Collisions “Recycled Rides” program.
Conner Brothers of Richmond, VA, overhauls donated cars and awards them to people who have been nominated by community members. Carter said her heart was rehabilitated almost more than the car she received:
“It turned my life around. I can get to my job on time, and I don’t have to maneuver to get my child out of daycare. I’ll never take that for granted again.”
Karen Weber-Mendham was a part-time librarian and mother of three when she turned her family’s propensity for garlic cheesy bread into a cool million.
This northern Wisconsin family often ordered cheesy bread while waiting on pizza. Weber-Mendham said the kids’ appetizer passion was so strong “they would arm-wrestle each other for a piece!”
Cheesy fever inspired the family to enter the 2013 Lay’s potato chip competition, “Do Us a Flavor,” challenging customers to create a new chip flavor to hit store shelves that year. Lays was swamped with 3.8 million submissions as the contest winner was given the better of two options: $1 million or 1% of the flavor’s net sales over a year. Beyond fame and fortune, Weber-Mendham was given the opportunity to ring the bell at the New York Stock Exchange and was flown to Los Angeles for the big reveal with Lay’s endorsement celebrity Eva Longoria.
“Eva was so genuine and happy for me when I won,” Weber-Mendham said. And yes, “She’s as beautiful in person as she looks on TV.”
The 1960s gave us many iconic classic cars, but perhaps none is more legendary than the Aston Martin driven by James Bond (Sean Connery) in the 1964 film, Goldfinger.
A long list of tricks made it one of the most beloved movie cars of all time: machine guns, an ejector seat, smoke screens, and a futuristic onboard navigational system. Bond’s reputation as a suave man of action and a smart connoisseur of fine things rocketed Aston Martin to popularity as one of the most desirable automobile brands in the world. The car was so beloved it was later stolen from a Florida airport hanger and is reportedly worth nearly 10 million today.
Vintage. Classic. Irreplaceable.
Did you know October 7 is “Worldwide Smile Day?”
Smile day is celebrated on the first Friday of October, dedicating twenty-four hours to smiling and acts of community kindness. Why? In a “bad news” world, a little dose of joy goes a long way. Gretchen Rubin certainly believes this.
From outside perspectives, Rubin lived a marvelously successful life. She had a good marriage, a thriving writing career (formerly a Yale graduate clerk to Sandra Day O’Connor), a warm relationship with in-laws, and two lovely daughters. But in 2006, Rubin realized something was missing. She had a mild case of “the blues,” a below-the-surface irritableness she couldn’t shake. While she was generally happy, Rubin struggled to enjoy happiness each day.
Humans are creative beings, and one of our favorite ways to express ourselves is through words.
Words can bring sweetness to the soul, arouse dormant hunger, or give voice to beauty in the world.
That’s why names are such serious business. How much thought do we give to naming a pet? Or a child? Beautiful names can bring a charming nostalgia or an air of sophistication to the bearer.
There's a common misconception that far too many marketers have that needs to be put to rest once and for all.
A lot of people still seem to think that if you're really going to carve out a stronger competitive advantage for yourself in an increasingly crowded marketplace, you need to make your services appear objectively better than everyone else's. You need to talk about how your products are better, stronger, faster, longer-lasting, more cost-efficient, etc. All this to steal as much attention away from your competition as you can.
Carl is a business owner who is experiencing firsthand just how much the internet has revolutionized the consumer buying process. It used to be that a simple look at your products' features was enough to sway consumers to make a purchase. But now, it's all about the brand. In fact, Carl's brand has become his most valuable asset. That is why he is doing all that he can to build his brand equity and distinguish himself from his competition.
Promoting your event in your community without a large budget can feel like an overwhelming task.
While there are plenty of things that you can do with unlimited budgets such as billboards, printed mailings or even postcards, the larger items can be costly and mailings take a bit longer than you may have to publicize your upcoming event.
No matter the industry your business operates in, it is imperative to connect online and offline marketing techniques. Many entrepreneurs have found that the better they market themselves offline, the more well-known they become online, and vice versa. For now, let's take a closer look at how you can connect your online and offline marketing campaigns to improve lead generation and increase your sales revenue.
One of the traps that even seasoned marketing veterans often fall into involves crafting collateral that has far too much information for its own good. Marketing messages start out simple enough, but as brands continue to grow and evolve, the marketing messages do the same until it can be difficult to remember what that short, sweet, actionable idea was in the first place.
Your brand is a lot more than just a name or a logo. It's the feeling that someone gets when they come into contact, any contact, with your organization. In fact, the thing that really increases engagement and drives loyalty isn't your products or services (though, to be fair, they do help quite a bit) - it's this idea of the larger brand itself.
Because someone could potentially have that experience with your brand, the idea of brand continuity could not be more important. Regardless of how someone interacts with your brand, it should all feel like it's naturally coming from the same place at all times. To truly master the idea of using continuity to strengthen your branding efforts, there are a few key things you'll need to keep in mind.