fight the un-words

Content vs. structure.

Additional to all the miscellaneous books and texts that Campaign is currently assembling (see Russell Davies):

In my opinion contemporary "brand science" is rather being found in structures than in the content of established textbooks. It might be due to today's media environment and the rhythm of life that practically lived science is overtaking the guild of writers.

Thanks God we do have all these essential books. Thanks God we do have people write down their thoughts in books, weblogs, on paper sheets, keeping and passing their ideas.
But quest of the future and today is how to assemble which information for whom?
A matter of structure – for sure.

Gender.

Ever wondered why fashion advertising for women and men looks so similar? Ever wondered why some brands communicate to both gender in the same ad? No? You should. Regarding to theory and biology – specifically neurobiology – we should know better.

First.
Women and men do not only buy different clothes. They buy clothes differently. Ladies: cheaper but more often. Gentlemen: more expensive but rarely. Amount and periodicity bare fundamental differences with consequences also for brand communications.

Second.
Dopamine supports the learning process. It's a neurotransmitter in the human brain, secreted whenever we feel e.g. happiness. The amount of dopamine depends on how surprised we are about an experience. Example: Try on a jacket, feel the drapery, be surprised, memorise the brand.

How simple is that?

But men rarely shop on High Street. They seldom browse through a fashion magazine. Thus, every single brand touch point has to serve a purpose more ambitious than in communications for women.

Quintessence: LESS BRAND TOUCH POINTS –> MORE SURPRISING COMMUNICATIONS REQUIRED.

Brand loyalty.

Day –1.
Yesterday a new neighbour moved in next door to the Public family. It’s you.

Day 0.
You meet on the staircase and you try to make a good first impression. You know there is no second chance for it. But it is hard to get Public’s attention. Hardly one day goes by without anybody who introduces himself.

Day 1…
It seems that your job made a point. Joe Public is quite interested in what you do for a living. It turned out to be a pretty good intro for further chats.

People in common are curious. Over time you get to know more about each other – family related things, leisure activities, preferences and dislikes.

Day …t…
Over the time a great relationship developed. Here and there you attend to neighbours children. In return you can borrow from your neighbours if you run out of flour.

What do you think? Isn’t brand loyalty rather a good neighbourhood than friendship?

Berlin by night.

This is not a cheap picture postcard you get in Nice. This is Berlin Alexanderplatz with the huge Park Inn in the background.

I always wondered what people mean by "all these lights" when they talk about Berlin. Now I know.