"A brand is no longer what we tell the consumer it is; it is what consumers tell each other it is."
--Scott Cook, Founder of Intuit
One of my favorite quotes of all time.
When it comes to direct interaction with your customers and partners, what’s the underlying foundation of your communication? What is it that you want your exhibit to convey? Are you trying to persuade or move others to do something? Companies that have the audacity to clearly articulate why a customer should engage with them are special. Companies that are bold enough to help customers figure it out on their own terms are extraordinary.
What comes to mind when you think about campaigns like Nike’s “Just Do it…” or Apple’s “Think Different?” How do you feel when you think about your annual Girl Scout cookie fix?” How about when you shop at Nordstrom or visit Disney World? What do these brands all have in common? They appeal to us emotionally. They each offer memories of products that you can and do connect with viscerally. And then what are you likely to do? You share your story with friends and that connection is amplified.