Working across industries and geographies gives us unique insight into behavior, strategies and results. Here are a few kernels of wisdom:
- If you can’t be first in a market, then create a new market and own that space in your target’s mind.
- Clever is good, clever is memorable, clever changes minds, but too clever consumes your message and alienates your audience.
- Don’t limit communication channels when to mix instant with lasting, and digital with tangible, connects brands with emotions, and minds with actions.
- Consistency is critical. If you have to be wrong, be consistently wrong. If you can’t meet the first two criteria, then make the inconsistency speak.
- People are predictable. They make decisions in predictable ways. They search for information in predictable ways. The key is unscrambling these predictions, turning them into a measureable strategy and then evolving that strategy as your target changes.
- Don’t tell the entire story at once. Devotion starts with tension, intrigue and image bonding. Keep your audience engaged, guessing and waiting for more.
- The scope and immediacy of social media is unparalleled, but loyalty can be elusive as this Twitter/Facebook/Pinterest following and finicky bunch eagerly search for the newest and coolest best thing, replacing tried and tested.
- Don't forget to ask your customers. They will tell you exactly what they want.
- Loyalty starts with emotion, is justified with logic, and forms an enduring bond.