For this Christmas season, my wish is that more brands supercalifragilisticexpialidize their campaigns, whether in my inbox or in the streets I walk.
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A friend of mine shared with me a campaign created for Alibaba (the Chinese Amazon). To celebrate the brands participating in its "shopping festival", ad agency Fred & Farid gathered all the brands' taglines in one film.
In last week's post, I discussed the thesis of a philosophy book that strongly resonates with my approach on storytelling. Basically, it said that people behave accordingly to the group they belong to. They affect each other.
Today I'd like to take the example of the organic food retail business.
I just finished a book called "La société des affects. Pour un structuralisme des passions", by French philosopher Frédéric Lordon.
The content is focused on Spinoza's philosophy. I was struck by his assertion on free-will: "People think they are free because they are conscious of their own actions, and ignorant of the causes by which those actions are determined.”
Whether you're looking at a company’s website or listening to somebody's pitch, your brain is looking for comfort: it wants things to be clear, well organized, even obvious. But there’s another aspect to it: when your brain is exposed to comfort for too long… it falls asleep! So, here and there, you need to feed it with contrast, surprise, originality.
The question I’d like to address today is whether cheap prices make for a good story. Should you use it as a hook on your website or present it only in the Pricing section?
You may think that customer testimonials could help build more trust. My guess is that it actually does. As long as you respect a few rules. And don't fall in the "it sounds fake" trap.
Originally, I thought "flat colors" referred to bright, joyful colors. But I've just noticed that a lot of these "cool" websites now use more muted tones.
In communications class, I remember one professor telling us that the words you use to describe an image have a tremendous impact on how it is perceived by the viewer. She said "words anchor an image". I imagined a nail that was hammered in the audience's brain.
I know entrepreneurs are looking for a+b recipes. Most of the time because they don’t have time to think. And because it’s scary to talk about oneself. What if people didn’t like me? Childhood memories, right? Let me inspire you with a funny example.
I have a strong appetite for emotional entrepreneurs. People with a clear gut feeling about what their peers could love but don't know yet. People who agree to be different and take you on an adventure with them. People who are not afraid to share intense feelings about why and how they built their venture.
Bo Bech is a Danish chef with such a spirit. In an interview* about his 3-star restaurant the Paustian, the man speaks with equal eloquence about...
For a luxury hotel, differentiation is key. It usually starts with the interior design but sometimes it's not enough. How do you create a preference for a specific brand when everybody's pretty much offering the same level of excellence?
Sometimes a clean image and a powerful message are worth 1000 explanations.
Especially if the heart of your mission is about making people's lives easier.
And your aesthetic sensibility is drawn to minimalism.
Take a look.
Since April 19, Mailchimp has been experimenting another original tool to create a bond with their users.
They've decided to create an online store to sell their merchandising products and use the revenue to support charities they care for. To make it even more compelling for their users, they've started telling the story of what it's like to build a new company.
I understand it can be hard to imagine a Finance or an IT manager be convinced by a funny video or a colorful website layout.
Your first objective is to build trust.
The email was plainly titled: "New from Mailchimp." I almost didn't open it. But I was afraid to miss some useful feature from my email sender, so I did. Open it.
What I found was a lovely designed letter with some very useful content that I had actually missed.
The first takeaway here is that you can make your customers happy and be lazy at the same time, by rearranging old content. Yeah.
I often fail to convince B2B companies that they can use stories as well as consumer brands. Their skepticism is based on the prejudiced idea that people at work are different from people in their daily lives.
But if you reflect one second on what you aspire to when you work, it is as much about feeling good, inspired, motivated, enthusiastic about the people, the mission, the tasks.
"Mirror, mirror, tell me..."
This is the eye-catching email subject that hooked me this morning, as I opened my mailbox. The sender is Caravane, a home design shop in Paris that I truly love.
So the surprise is not that I would be interested in what they sell. The surprise is that I would take the time to read what they have to say... on a Friday morning, when I have a million things to do, including to write my own newsletter.