In a previous post we discussed how people need to be able to put us in a box, or in a drawer if you will. They need to easily, in a split-second, know what we are in order for it to register with them and have a chance of being stored in memory. However, that is not enough.

Those who have read my book, Marketing Untangled, are familiar with the marketing process. The marketing process tells us that in order for people to buy from us, they not only need to be aware of us but they need to be interested, to like us and trust us. In order to do that, our brand needs to have a variety of positive mental and emotional associations. Only then does it stand a chance of building a deeper connection with people resulting in loyal customers.

Creating an Interesting Mental Picture

Just think about the rich imagery, the feelings evoked and things that come to mind when we think of some of the world’s best know brands. Here are some well-known examples and only a few of the things that come to mind when they are mentioned: [Read more…]