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You Are What You Choose
Based on the title and cover art, which shows a head stuffed with objects, I anticipated that You Are What You Choose would be chock full of decision-making insights based on neuroscience and behavioral research. Instead, de Marchi and Hamilton mostly talk about their TRAITS system for categorizing individuals and then predicting subsequent behavior.
Continue reading...Got Aura?
15. December 2009
In 1936, long before mp3 files and digital books, a German named Walter Benjamin wrote an essay titled, The Work of Art in the Age of Mechanical Reproduction. In it, he discussed the difference between an original work of art and a copy so perfect that it was indistinguishable. He suggested that the [...]
Continue reading...Trade-Off by Kevin Maney
14. December 2009
Marketable business ideas often have two key characteristics: simplicity, and a way of categorizing products, brands, or companies. The Boston Matrix, for example, launched armies of strategy consultants who neatly fit businesses into buckets labeled, “cash cow,” “star,” “dog,” etc. Kevin Maney’s book Trade-Off has those characteristics as well.
Continue reading...Better Branding: Hire Passionate People
2. December 2009
I’ve been reading Passion Brands: Why Some Brands Are Just Gotta Have, Drive All Night For, and Tell All Your Friends About by Kate Newlin, and am enjoying her analysis of what makes a “passion brand.” Passion brands are those with which consumers form an emotional attachment, and which they recommend enthusiastically to their [...]
Continue reading...Just Say NO to Bland College Branding
27. October 2009
I’ve been reading the recently released second edition of Differentiate or Die by Jack Trout, and there are some powerful (and timeless) messages there for all brands. Although the entire book is geared toward commercial brand differentiation, some of the comments relate directly to higher education marketing.
Trout takes on bland, meaningless product taglines with [...]
Differentiate or Die
26. October 2009
Book Review: Differentiate or Die by Jack Trout (Second Edition)
If someone asked you what set your product or brand apart from the competition, would you answer “quality” or “customer orientation?” If your answer is “yes,” you might be in for a rude awakeing…
Brain Fight: Who’s the Decider?
13. October 2009
One of my favorite chapters in How We Decide by Jonah Lehrer is The Brain is an Argument. In this chapter, Lehrer highlights how complex our decision-making process really is, and how competing options battle for supremacy.
Continue reading...How We Decide
8. October 2009
Book Review: How We Decide by Jonah Lehrer
Jonah Lehrer has been translating neuroscience into prose comprehensible by the lay reader for years, and How We Decide helps readers understand and even apply current research in the process of human decision-making.
Lehrer begins with a look at expert decision-making, and how individuals with the right training and [...]
Digital Forces Brand Authenticity
21. September 2009
I’ve begun reading BrandDigital: Simple ways top brands succeed in the digital world by Allen P. Adamson, and found myself wholeheartedly agreeing with Adamson on the need for brand authenticity. In College Branding: Rooted in Reality, I noted that phony branding messages might have worked for tobacco firms in the 1950s, but higher education branding [...]
Continue reading...Neuro Web Design
14. September 2009
Book Review: Neuro Web Design: What Makes Them Click?
I couldn’t pass up Neuro Web Design: What Makes Them Click? by Susan Weinschenk, inasmuch as it combines several of my interests – neuroscience and marketing, specifically Web marketing. In this book, Weinschenk mines some of the same veins I do at Neuromarketing as she applies both [...]
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17. December 2009
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