What is and isn’t a brand? How do we as a society create and perceive the brands of people and companies? And can you shape, define and build a brand that lasts?
A few weeks ago, I sat down with Behind the Brand and Visage to discuss Captivology and provide some advice for entrepreneurs. In this video, I discuss the anatomy of a brand and how startups can build a brand that captivates customers and creates loyal users.
Tell me what you think about this video and brands in general in the comments or message me directly. I’d love to hear your thoughts.
Merely seeing the Disney or Apple logos will make you more creative. Why is that? What colors should you use if we want our logo to feel more exciting or rugged? Why does Amazon use orange and yellow for its “Buy” buttons?
Recently, I sat down with Behind the Brand and Visage to discuss Captivology and provide some advice for entrepreneurs. In this video, I discuss the anatomy color, logos and visual content in telling the story of a brand and their unconscious influence on our attention.
Tell me what you think about this video in the comments. If you want to dive deeper into visual attention, grab yourself a copy of Captivology.
The good people at eMarketer just published an analysis of influencer marketing campaigns, and they concluded something a lot of people have learned first-hand: influencer marketing works.
According to eMarketer, the average EMV (earned media value) was 1.4x higher in the first half of 2015 than 2014’s averaged EMV. On average, companies gained $9.60 in EMV for every dollar spent. This was especially true in consumer goods, travel, beauty, and alcohol. This doesn’t surprise me — many influencers are YouTube, Vine, Snapchat and Instagram stars who specialize in beauty, travel and humor.
Speaking of platforms, Instagram was the king of influencer marketing by a longshot. Overall, influencer marketing is becoming more mainstream and is a better bang for the buck than traditional methods of reaching consumers. One of the reasons for its effectiveness is explained by the Reputation Trigger from my book Captivology. The research shows that 1) we are hard-wired to trust experts, so much so that our critical decision-making centers of the brain shut off when we listen to an expert, and 2) we trust experts more than any other type of spokesperson or brand ambassador. If a popular beauty vlogger tells you about a new skin treatment to try, you’re going to listen.
You can read more about the effectiveness of influencer marketing on eMarketer and read more about the science of influencer marketing in Captivology.
Color has a profound effect on our attention and decision-making. For example, one color in particular will make you seem less credible to potential employers and clients.
In this ABC News interview, I discuss the power of the Captivation Triggers from my book and how red and orange affect our subconscious. If you want to dive deeper into the psychology of color, I recommend checking out the Automaticity chapter in Captivology.
What color question do you have? Post it in the comments and I’ll try to answer it!
Every once in a while, I receive an email that makes me say “WTF” and “EWWWWWW” at the same f**king time. Today, I received one of those emails from Sarah H., a PR freelancer who tried to LITERALLY BRIBE ME to write about her clients on TechCrunch for a few hundred bucks.
Here, read for yourself:
As a career journalist and a human being with morals, this email made my skin crawl. Seriously, this is NOT ok, Sarah H. This is the kind of stupid shit that gives real PR professionals a bad name. It’s completely immoral and unconscionable to bribe reporters and columnists to write about clients. It should make you want to vomit, Sarah H. It certainly made me want to.
Sadly, this is not the first time, or second or third time, that somebody has tried to pay me to write about their company. It happened a few times while I was at Mashable. Luckily, the journalists and contributors I know would never say yes to somebody like you, Sarah H. They have too much integrity.
So no, Sarah H., PR freelancer, I will not write about your client for $500 or any amount of money. Please take a vacation and heavily reconsider how you conduct your business.
Is marketing more of an art or a science? Or perhaps the better question is: how can you use the science of attention to master the art of marketing?
In this video interview with Behind The Brand, I discuss the core triggers of Captivology, how the book got made, and the surprising things that captivate our attention.
Have a question about Captivology or marketing in general? Post it in the comments and I’ll try to answer it!
Update: I’ve changed my mind on this, based on a lot of rational arguments and a little more thinking. I do not have much sympathy for cheaters for a multitude of reasons, but it’s no reason to brand them. And since some of the data is fake, it’s even more problematic.
Not everyone who signed up for Ashley Madison was on it to cheat, and not everyone’s situation is the same. But overall, using a dating site like A.M. demonstrates bad judgement. Very bad judgement. That’s the opposite of the type of people I want to work with.
So I want a simple Chrome extension for Gmail that highlights any email in my inbox that was released in the Ashley Madison hack. I’d like to know if an entrepreneur who is pitching me is/was lying to his or her spouse. I’d like to know if anybody sending me a message has dubious character and judgement.
Again, not a perfect solution and certainly context is necessary, but it would be nice to know.