Do you prefer reading an article, or watching its video version? How many people prefer watching a video to reading a blog post? I tested it on LinkedIn: Last week I published both the verbal blog post and the video version of “Power of Visuals”. Here are the statistics (As of 12:47pm, July 10, 2019): [...]
How many types of roofs can you visualize in 6 seconds? Now, STRETCH your imagination, and visualize what comes to your mind when you hear this sentence: “Our vast knowledge in various types of roofing installations is one of our greatest assets.” Perhaps a roof or two come to your visual mind?
Relativity and Originality From branding point of view, there is no better way of defining a brand’s unique value propositions (“UVPs”) than by studying its peers or “competitors”. How else do you differentiate yourself in the marketplace? It is by a theory of relativity and the myth of one’s innate originality. Just as we each [...]
The following is based on a true story. Pseudonyms are used for protecting our client’s identity. 2017: Rebranding an old brand About two years ago in 2017 one of the principals of a family owned commercial insurance agency with more than 100 years of history came to me for the whole 9-yards of rebranding. We [...]
Nike's ad sparked an intense controversy. A short summary of the controversy last fall: Nike featured Kaepernick in its 30th anniversary of "Just Do It" campaign, and created a national debate, for or against Kaepernick’s decision to kneel during the National Anthem that he intended as protesting police brutality against blacks, while others interpreted his [...]
Meaning + Emotions = Storytelling. To live is to be part of a story. To live a story, a vision, a dream, marks the difference between “living” and “existing.” For a business, it is the story that’s the difference between “selling products” and “influencing with a brand”. For a customer, that’s difference between being “sold [...]
If you’d like to first read the preceding Part 1, here is the link: (https://10plusbrand.com/2018/10/21/in-machines-we-trust-verifying-authenticity-by-ai-and-blockchain-part-1-of-2/ Who has the final authority to declare truth or falsehood? Who is to judge if a piece of news is fake or real or in-between, for a specific purpose or use by particular humans? In the end, a human [...]
“Information Authenticating Tech” is most desired today A prestigious club in Silicon Valley (Churchill Club) has annual predictions of the top 10 trends in technology. In May 2018, the winner by popular vote of several hundred in the attending audience was the prediction of a new class of software that guarantees authenticity for news, authorship, [...]
The danger of casually made “selfie” videos Has this ever happened to you: On LinkedIn you stumbled upon a shaky “selfie” video of a talking face trying to impose his/her messages on you, and you just couldn’t wait to click away, as if shooing away a fly? My heart goes out to those who create [...]
Giving customers a brand-experience “Buy experience, not things” is characterized as the new consumer trait for millenials and an increasing amount of people from other generations. Marketing and more importantly, BRAND-marketing is now more about your company’s identity (reputation, quality, trustworthiness, why you exist and more) and this identity can be delivered by giving buyers [...]
