Brand over brain
NPR's TED Radio Hour podcast takes a look at how brands influence our brain. When you believe a product is better, your brain will make it better. Belief in the brand story activates certain parts of the brain that make the experience more pleasurable.
Brand Over Brain : TED Radio Hour : NPR
Also, humans intuitively want to know the history and background of things we encounter every day. It's part of our survival instinct. That's one reason the background story of a brand, product or company is so powerful. We naturally assign more credibility, trust and value to a product that has an engaging story, even if the story is fabricated and you are aware it is made up.
As long as the product, service, and experience is consistent with the brand story, we are happy. For example, Starbucks began in 1971, but it wasn't until 1983 when Howard Schultz returned from Italy that he began to change the stores to resemble Italian coffee bars. The brand story started to take shape.
Our Heritage | Starbucks Coffee Company
Now everything they do supports that story. You can feel the beans yourself if you want. You can read about where they come from. The "baristas" will help you choose a selection, expertly suggesting different flavors.
Their coffee is good. But because you believe in the brand, your brain's pleasure centers light up, and your body has a better experience. It all starts with belief.
In my opinion, that's where many business owners and IM products leave money on the table. They don't leverage their brand story. They say the same boring things every other me-too product is saying.
As John Carlton says, they just want to protect their "precious dignity." While they are maintaining dignity, a competitor with a great product and a killer story is beating them like a lop-sided MMA fight.
Anyhowz, there is a lot more covered and well worth a listen:
Brand Over Brain : TED Radio Hour : NPR
Brand Over Brain : TED Radio Hour : NPR
Also, humans intuitively want to know the history and background of things we encounter every day. It's part of our survival instinct. That's one reason the background story of a brand, product or company is so powerful. We naturally assign more credibility, trust and value to a product that has an engaging story, even if the story is fabricated and you are aware it is made up.
As long as the product, service, and experience is consistent with the brand story, we are happy. For example, Starbucks began in 1971, but it wasn't until 1983 when Howard Schultz returned from Italy that he began to change the stores to resemble Italian coffee bars. The brand story started to take shape.
Our Heritage | Starbucks Coffee Company
Now everything they do supports that story. You can feel the beans yourself if you want. You can read about where they come from. The "baristas" will help you choose a selection, expertly suggesting different flavors.
Their coffee is good. But because you believe in the brand, your brain's pleasure centers light up, and your body has a better experience. It all starts with belief.
In my opinion, that's where many business owners and IM products leave money on the table. They don't leverage their brand story. They say the same boring things every other me-too product is saying.
As John Carlton says, they just want to protect their "precious dignity." While they are maintaining dignity, a competitor with a great product and a killer story is beating them like a lop-sided MMA fight.
Anyhowz, there is a lot more covered and well worth a listen:
Brand Over Brain : TED Radio Hour : NPR
- Jack Trout
Roll Out "The Cannon"