NEED insight

I’ve tried to move on. Tried to leave the idea of an emotional connection behind and embrace modern marketing. To think only about needs that sit on the surface for everyone to see. Tell my clients that all that matters is their brand comes to mind and is easy to find when those needs pop up in people’s lives. Category Entry Points, Mental Availability, Physical Availability. Repeat after me. But I just can’t do it. The problem is I have an emotional connection to

There’s that scene in ‘The Trip’ where Rob Brydon and Steve Coogan argue about who can do the best Michael Caine impersonation. Coogan knows his is more accurate and he’s desperate to show it off. But Brydon refuses to let him interrupt until he’s finished his own routine showing how Michael Caine’s voice has changed over the years. “Let me finish!” Coogan finally takes over, critiquing Brydon’s impersonation of Caine in the voice of Caine. “It’s not quite nasal enough

I get it, mental availability is the chance of a brand coming to mind in a buying situation. On that particular occasion or when that particular need arises, people think of your brand. Call it salience if you like or even top-of-mind awareness. So this is about brand consideration. Being part of someone’s consideration set. And that can result in getting chosen. Your brand might well be the only one in the set. Or there may be others. That’s where emotional conne

How did you feel when you woke up on Tuesday? Raring to go after the summer or ready to hit the snooze button ‘til spring? Warm as toast lying there or regretting leaving the window open? Full of optimism for the week ahead or with an impending sense of doom? You probably can’t remember. But you’ll have felt something, that’s for sure. The same’s true in any situation. Sometimes it’s a pre-conscious affect. A lift or dip in mood. Sometimes it’s a fully consci