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Thank You For Being a Friend…

My friend Lindsay Mask, Founder of Ladies America, sent along an interesting HBR "Daily Stat" article to me, which came from a paper entitled "Can Our Favorite Products Provide Emotional Support?" The study showed people making positive emotional attachments to a new sparkling water brand that they consumed while watching a horror movie. This is very intriguing although I would caution that it may be a risky proposition to try to emulate in a real-life marketing campaign.

However, when a brand is expressed correctly, it takes on manifestations of a real-life character. I often say, to drill down to what a brand is about is to ask, "What do people think about when they think about X?" ("X" being the brand in question). So in this case, because the brand has a "personality" it makes some sense that one might positively attach oneself to a "person" that one went through an ordeal with. One may derive comfort and trust from the "shared" suffering. Just don't give your Pellegrino its own seat at your support group; that would be weird.

– Simon Dixon

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Analyzing, interpreting and mapping data and evidence are extremely important tools to both inform and direct conversations, but if they are not used in conjunction with human dynamics and a love for your audience, you risk sowing seeds onto concrete; nothing good will grow there.

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How we see the world influences how we interact with it. But most people never think about what influences how we see the world, will never draw a line between far past experiences and current behaviors, or examine their learned behaviors and habits.

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