This book was a little more focused on large corporations than I was expecting (eg: they discuss hiring ethnographers to roll out new services to foreign markets), but it had some ideas that really resonated with me. This passage describes my philosophy about brand development nicely:
Experience branding is a company’s effort to be consistent in its value proposition and its expression in every connection to the consumer.
I also marked the comprehensive – but not exhaustive – list of universally valued experiences. Of the 15 presented, I really think wonder, accomplishment, and community have the best potential for my future work.
Despite how much I wanted it to be real, it turns out that this screen grab is fake. But trying to verify its authenticity reveals an interesting comparison of corporate run Twitter accounts.
I started by looking at the Cottonelle Twitter feed which reveals a boring one-way broadcast of corporate written marketing messages. It’s as boring as their product. No mention of this screengrab, though you can see the actual tweet that kicks off the war.
The thing that stuck in my head about his explanation of branding is the notion that the audience has so little room in their memory for your brand, that you had better distill your core values – things that your brand believes and will never stop believing – into a concise message that you apply consistently.
Some of the other rules of advertising he lays out, Apple would go on to break in the next 15 years (or so). The famous “I’m a Mac” campaign was devoted entirely to talking about Apple’s rival, Windows.