"Andrew, what makes a powerful brand?"
my protégé Jonathan asked.
"A powerful brand delivers moments." I said.
"What are moments?"
"You see, human beings don't remember days.
Days are not memorable. We remember moments,"
I said. "Remember your first kiss? Remember your
first car? Remember the moment when your child
was born? Those are special moments we never
forget."
"So we have to deliver unique experiences to our
customers?"
"Yes, but it's MORE than that. A powerful brand
delivers moments... moments that we want to
re-live again and again."
I explained to Jonathan. "You have to understand
most people lead lives of quiet desperation. People
are bored out of their minds."
"So if we can deliver moments, they'll want to do
business with us again and again?"
"That's right. And why do you think celebrities and
athletes get paid so much money... Because they're
famous?
No. Because they entertain us? That's part of it.
Because they deliver moments to us. They deliver
excitement to us. The amaze us. They startle us.
They move us. They make us cry. They make us
laugh. They make us think. Most importantly, they
make us dream."
"I actually never thought of it that way."
"People will spend their last nickel to have fun."
"That's so true."
"So if you really think about it... you're not selling
your service. Ultimately, what we're all selling is
good feelings."
"Good feelings?"
"We buy the new car because it makes us feel
good. We buy the ice cream because it makes
us feel good. We go on vacations because it
makes us.."
"Feel good!"
"You got it," I concluded.
So go and make your customers, staff and friends
feel good, go on.
Andrew
P.S. Discover the Amazing Persuasion Secrets that
the Authorities Want Banned!
Head Office
Worthing
Sussex
BN14 7SJ
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