Content analysis is a systematic listing and description of the form and content of written, spoken or visual materials, often leading to a summarisation around themes, patterns and frequency counts of specific items (words, phrases, images, concepts, etc). Content analysis is typically used in qualitative research to provide a more manageable way to analyse open-ended comments and verbatims. Content analysis can be used to give structure and system to what are often deep accounts of a topic, but with lengthy text or transcripts and ambiguous images that can be very time-consuming to interpret. Read more »
Using Sensory Signature to Build Brand esSense: Bringing experience to the heart of your brand identity
“Unify, simplify, amplify” – Ken Carbone
When asked to define brand identity, many people brand logos and names as well as the history and values of brands. Some even mention the design of a product or experience, but very few immediately mention the role of the senses in creating distinctive and memorable experiences. Many dictionary definitions focus solely on the visual look and feel of brands, but a better definition might be, “the elements of a brand that together identify and distinguish the brand in the consumer’s mind”.
For Keller, Aperia and Georgson, brand identity answers the fundamental question, “Who are you?” However, my favourite definition comes from Alina Wheeler’s Designing Brand Identity. She states that, “Brand identity is tangible and appeals to the senses. You can see it, touch it, hold it, hear it, watch it move. Brand identity fuels recognition, amplifies differentiation, and makes big ideas and meaning accessible. Brand identity takes disparate elements and unifies them into whole systems.” Read more »
Of all the books I have read on the sense of touch, the best short introduction is Touch: The science of hand, heart and mind by David Linden. Only published earlier this year, a paperback version will be available at the beginning of 2016. This is clear and comprehensive overview of the role of touch in human lives, it’s relationship to emotion and social relationships and its interaction with the other senses. Read more »
“Seeing’s believing, but feeling’s the truth” – Thomas Fuller
“Any man who can drive safely while kissing a pretty girl is simply not giving the kiss the attention it deserves” – Albert Einstein
I first wrote about the importance of the sense of touch five years ago (click here). At that time there was very little literature focusing on this important sense, but the last two years has seen the publication of at least four books about touch and related senses (see below) so it’s time to look again at touch. Touch is often neglected, especially by marketers, so let’s focus on why touch is such a powerful way to communicate with your customers. Read more »
“Knowledge is the antidote to fear” – Ralph Waldo Emerson
Risk Savyy is recommended for everyone. Over the course of the book, Gerd Gigerenzer highlights the ways in which all of us, including the very best professionals, often misunderstand and misuse statistics and probabilities and end up making the wrong decision. He shows that risk and uncertainty are not the same thing, and how the way in which information is presented changes the decisions that we make. While covering some of the same ground as Daniel Kahneman in Thinking, Fast and Slow,this book contains simple rules and tools that will help you to avoid the same mistakes. Read more »
In behavioural science, satisficing is the human tendency to “settle” for a satisfactory solution (i.e., one that is good enough) rather than optimal solution (i.e., one that is the best available). The term was coined by Herbert Simon in 1956, and refers to the “bounded rationality” of humans and how the decision-making process works when it is difficult or impossible to identify an optimal solution. The term is a combination of the words satisfy and suffice and reflects that in many (if not most) situations, we lack complete information and/or the time and effort required to find an optimal strategy.
Mind mapping helps capture and generate ideas using visual thinking, through a nonlinear process of capturing thoughts and ideas that are associated in the mind(s) of people. The process allows anyone to consolidate information, interpret the links between ideas, communicate the linkages and hierarchy between different ideas and concepts and enhance problem solving and memory of multiple thoughts.
What can sleep teach us about creativity? In The Secret World of Sleep, Penelope Lewis describes what sleep enables us to do that we can’t while awake. In many ways, the book is not just about sleep, but about the science of the brain, how memory works and what sleep brings to the creative process.
What is remarkable about insights?
In the first chapter of Seeing What Others Don’t, Gary Klein references a slide that he had often used to argue for the importance of insights and their relative neglect in business. The slide showed visually that Performance improvements = reducing errors + increasing insights. As he points out, businesses too often focus on the first at the expense of the second. They spend a lot of energy trying to eliminate errors rather than opening themselves up to potential (and often more impactful) insights that can create value.
I’ve written a few pieces on the psychology of pricing recently, so now it’s time to turn to the business of pricing. The Price Advantage is definitely one of the best books on using pricing to create commercial advantage, and avoiding common mistakes that businesses make. While it doesn’t touch much on the psychology of individual customers it does provide a great overview and frameworks for thinking about pricing strategy and maximising profitability through price.