A Clear Eye

8/14/2019 A Clear Eye.

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a clear eye.

ON HOW TO CONNECT

YOUR BRAND TO

THEIR LIVES.


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A VISUAL ILLUMINATION BY TOM ASACKER


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LETS START.

TURN AROUND.

LOOK AROUND.

WHAT DO YOU SEE


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A VERY DIFFERENT WORLD THAN THE ONE YOU SEE

ON CLASSIC TV (E.G. LEAVE IT TO BEAVER)


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FOR EXAMPLE, TODAY . . .

THE GREATEST GOLFER IS BLACK,

THE TALLEST PLAYER IN THE NBA IS CHINESE, AND

MIDDLE-AGED WOMEN ARE MORE LIKELY TO HAVE HAD MORE HUSBANDS THAN

(I recently mentioned that last fact to a woman at a conference and she replied, Whats the dif


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PLUTOis no longer a planet.

T

THEY ARE A


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Commerce affects Society

Society affects Commerce

Commerce affects Society

Society affects Commerc


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So todays marketplace . . .


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IS VERYDIFFERENT THAN THE ONE DESCRIBEDIN MOST DATED BUSINESS BOOKS.


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Psychologists tell us that the mind is under a continual

bombardment of ideas, all of which are trying to make a

impression on it. The prospect, therefore, does not sit

around with his mind a blank, calmly waiting for someon

or something to capture his attention without a struggle

The salesman enters a field already well occupied and

fight for the undivided attention that is a successful sal

Modern Business, Copyright 1918


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1918Since 1918 our minds have been overloaded with commercial meSo thats NOT whats different today. HERES whats differe


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FIRSTWere supersaturated with choice.


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In the United States, there are

more than . . .

50,00050,000 DIFFERENT ITEMS IN A TYPICAL GROCERY(And 16,000 NEW ones get added each year)


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MY STORE OFFERS16 VARIETIES OF EGGO WAFFLES

16 VARIETIE

A d it t i l It l


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And its not simply

CEREAL

COOKIES

CARS

SOFTWARE

MAGAZINES

VODKA

RUNNING SHOES

BUSINESS BOOKS

Its also

DESIGNERS

BANKSLAWYERS

FINANCIAL ADVISORS

RESTAURANTS

PHYSICIANS

SPORTS TEAMS

UNIVERSITIES

UNIVERSITIES


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SECOWere drowning in inf


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More information was produced

20 years than the prev

A typical weekda

The New York Tim

more information than a pe

encounter in a lifetime in the 17

The amount of information is doubling eve


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80 BILLION . . . and


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GROWING


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?00,000WHILE YOURE READ

Hundreds of thousands of new blogs are being adde

Dont miss them.


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My friends TV guide looks like an old

Sears Roebuck catalogue.


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And heres the most INTERESTING thing.


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All of the information is CONFLICTING.


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EXAMPLES (from reputable sources):

TV is good for kids.

Exercise causes heart attacks.

Cell phones make the brain work fa


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?Go ahead and see for yourself.

Google something. Anything.

Now tell me. Is it good or bad?

Good for you or bad for you?

Try motherhood or apple pie.

THIRD


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THIRDWe are NOT the passive consumers of the 50s.

We dont believe everything we see and hear in t


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More Doctors smoke Camels than any other cigarette. circa 1950

TODAY


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TODAYWere active DISCERNERS.

REALLY

Wh

FINALLY


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FINALLYand most importantly . . .


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TRUST


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Everyone gets so much information all day long

that they lose their common sense.

Gertrude Stein


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People today are:

Frustrated - by the overwhelming amount of choice and inform

Confused - by the conflicting views of experts and acquaintan

Ignorant - by necessity, since rational analysis is impossible; a

Overconfident - huh?


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Were OVERCONFIDENT in our decisions.

Because under information load, we rely on the ONE THING that we know we can alwa

(besides our mothers).

Thats right.


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OURSELVES.


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Over 90% of our decisions are made at an intuitiv

level and the data the human mind uses to reach tho

decisions resides below the level of conscious awaren

OBoyle and King, The Unconscious Drivers of Choice


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RFQRIF MAKF TUFLB QWN MFANLN


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The mind doesnt work like t

Sense Think Feel Do


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It works like this:

Sense Feel Think Do

S F l Thi k D


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Sense Feel Think Do

Create complete patterns (stored memories a.k.a. s

Receive partial or distorted inputs (communication)

Compare to known patterns (analogy)

Predict future patterns (expectation


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The brain doesnt compute the answers to problem

it retrieves the answers from memory.

Jeff Hawkins, On Intelligence


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Are they retrie

you?


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Empathize.

Create.

Dramatize.

Demonstrate.


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an

expectation!

Not an identity.


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Not a personality.

Not even a promise.

An expectation!


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A BRAND is an expectation of someoneor something delivering a certain feelingby way of an experience.


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What

feeling


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Thats THEstrategicquestion.


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What feeling can we deliver at what pr

such that our audience has a compelling reto choose it (and a compelling ability to fi

use it and pay for it)?

And you create those fe


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IMPROVING PEOPLES LIVES BY MAKING THEM DRAMATICALLY . . .

SIMPLER, MORE CONVENIENT, LESS RISKY, MORE

LESS BORING, MORE PRODUCTIVE, MORE INFOR

MORE CONNECTED, MORE FASHIONABLE,

MORE SUCCESSFUL, MORE ALIVE!

Here are the four steps . . .


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(there are actually five):


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Step 1: Empathize

. . . to understand the compelling expectatio

Face it!


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People arent ignoring you because they dont know you.

Theyre ignoring you because they think they DO

Face it!


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FADE IN INT. BOSTON NIGHT. The year is 2006 A.D. We find ourselve

into a blank television screen situated above a bar in a small Irish pub. W

down to see two men seated at a small table. PAN IN MAN #1 (to Man #2

was a pretty funny ad, dont you think? MAN #2 Hillarious! MAN #1 You

give them a call? MAN #2 For what? MAN #1 You know, to check out the

blah, blah. MAN #2 [Fill in the blank . . . stare].


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The value in a value propos

is the value in the cognitiv

experience of the custome

And it is a balance o


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Step 2: Create

. . . a balanced expectation.


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If you want them to notice you, you ha

CHANGE THINGS


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The aim of marketing is to know and understand the cu

so well that the product or service fits him and sells it

Peter Drucker (God rest his soul)


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Step 3: Dramatize

. . . to elevate the expectation.


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Elevate it to what?

To a level that overcomes inertia . . . inertia . . . inertia . . . inertia . . . inertia

Because why do people conto choos


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to choos

the same stuff theyve always chosen

(especially since your stuff is SO much better)?

H bi f ff h d h l ill


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Habit - for stuff thats good enough, people will notwaste their time evaluating the plethora of options.(Hell . . . they wont even considerthem);

Switching costs - they may considernew things, butthey wont bother to evaluate them if they appearrisky,or require a significant investment (cost) of time, money,or effort; and

Search costs - they may desire something new andbetter, but they may not have the knowledge nor theability to find and compare competitive alternatives(like me with my doctor).


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People don't read advertising. People read what inter

them, and sometimes that happens to be advertising

Howard Gossage


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Step 4: Demonstrate

. . . to deliver on the expectation.


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Weve been around way too long, and people have

heard all our lies. We just have to deliver.

Rick Wagoner, Chairman of General Motors


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Deliv

The experience that validates and reinforces . . .


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the feeling


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One more time


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TAKE THE TEST:


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What expected feeling attracts people to our brand?

What expected feeling keeps them engaged with us?

What expected feeling will draw them away from us?

Are we communicating it?

Are we delivering it?

Are we monitoring it?

CREATE


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EMPATHIZE

CREATE

ELEVATE

DEMONSTRATE

THEN DO IT ALL OVER AGAIN . . . AND AGA


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B d i b


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Brand is a verb


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So whats your next


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ABOUT THE AUTHOR

Tom Asacker writes, teaches, and speaks about radically

new practices and ideas for marketplace success in chaotic times.

He is a brand adviser and author of critically acclaimed books

including his latest, A Clear Eye for Branding, published by

Paramount Market Publishing, New York.

Visit www.acleareye.com.
http://www.acleareye.com/http://www.acleareye.com/


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A Clear Eye