Yep, you read that right. Great brands actually avoid selling products. Great brands know that people make purchase decisions based on how products make them feel or the identities products help them experience or express — so they seek to create emotional connections with people and use product features as mere support for that emotional […]
brand-as-business bit: How do you create desire? Diamond brand De Beers and Frances Gerety, the copywriter behind the company’s tagline, “A Diamond Is Forever” showed us how. A recent terrific piece in the NYT outlined their approach: appeal to emotions: “Sentiment is essential to your advertising, as it is to your product,” Gerety’s agency N.W. Ayer […]
“Emotion is the bridge to take to cross the chasm from the early market to the mainstream market.” That was one of the points from my address at a Women in Technology International luncheon last week. The topic of my talk was “Crossing the Digital Health & Fitness Chasm.” I outlined practices that enable technology […]