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Fourth Link http://fourthlink.com Telling Your Story With Style Wed, 24 Sep 2014 15:53:57 +0000 en-US hourly 1 http://wordpress.org/?v=4 Unconscious Marketing http://fourthlink.com/unconscious-marketing/ http://fourthlink.com/unconscious-marketing/#comments Mon, 30 Sep 2013 16:46:57 +0000 http://fourthlink.com/?p=1210 Unconscious Marketing – The Brain Beneath The Purchase “The intuitive mind is a sacred gift and the rational mind is a faithful servant. We have created a society that honors...

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Unconscious Marketing – The Brain Beneath The Purchase

“The intuitive mind is a sacred gift and the rational mind is a faithful servant. We have created a society that honors the servant and has forgotten the gift.” – Albert Einstein

Most marketers believe that the purchase behavior of individuals is driven by conscious choice and rational thought, but is that always the case and is that the controlling factor to our everyday actions?

For years, marketers have been simply talking to themselves instead of speaking to the real desires and motivations of consumers. They put all their bets in on one hand, market research. And when a campaign does not work, they rationalize the effectiveness of the wrong marketing tools aimed at the wrong target audience.

Metrics of awareness have always been the gold standard for guiding and measuring campaigns and brand success. Marketers spend an enormous amount of their marketing budget and time on measuring advertising, message, and brand awareness. But these measurements only skim the surface. They fail to understand the undertone of unconscious causes that often equivocate awareness. When asked how much market research was conducted to guide the launch of Apple’s iPad, Steve Jobs famously replied, “None. It isn’t the consumers’ job to know what they want.”

Think of the human mind. Now picture the brain as an iceberg, where the tip is your “conscious” decision-maker while the rest lies beneath the surface hidden from perception, or the “unconscious”. This realm of our brain is the key to our thought, behaviors, beliefs, and even our decision making without our awareness.

The point is that marketers must dive beneath the surface of what has worked in the past, beyond the trendy bar graphs of market research, and truly seek to understand the deep-seated motives of consumer’s behavioral causes. Below the surface is where our intuitive drive, emotional desires, and unconscious minds hide. This is the part of the brain that controls almost all our behavior.

Einstein serves as a true testament to imagination by integrating the conscious, logical thinking with the unconscious, intuitive insight to the world of discovery. By understanding the power and importance of the unconscious mind, Einstein discovered the theory of relativity by imagining what it would be like to ride on a beam of light. Maybe we as marketers can look at a problem from a different perspective by getting outside of our own heads and into the minds of our customers in order to better communicate our stories.

brain

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Generating Effective Graphic Design http://fourthlink.com/effective-graphic-design/ http://fourthlink.com/effective-graphic-design/#comments Thu, 12 Sep 2013 01:46:52 +0000 http://fourthlink.com/?p=1113 Let’s face it; words have become more obsolete in today’s brand message, making effective graphic design more important than ever. In a world of immense information and numerous communication channels,...

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Let’s face it; words have become more obsolete in today’s brand message, making effective graphic design more important than ever.

In a world of immense information and numerous communication channels, your audience seeks to make quick judgments about your brand through clean, clear-cut stories. These stories captivate your audience with a sense of familiarity and liking to your company, and effective graphic design is the component that delivers your brand’s story with style.

Graphic design provides your target audience a taste of how your organization operates and what it is you want them to know about who you are. Marketing is for altering your customer’s perception of your brand, and graphic design stimulates perceptions of success, credibility, competency, and merit. These visual expressions are portrayed through the company’s logo, website, marketing collateral, and social presence. <strong>Here are some things to consider about how successful brands use graphic design:

 

1. Great brands lay claim to a specific color or color scheme.

When I say red. What might you think of? Coca Cola, Target, ESPN, CNN, Old Spice…?
When I say blue. You might think of Facebook, LinkedIn, Ford, HP, Chase, etc.

This signifies the overall mood of your brand and how your customer will feel towards the company. These affiliations will impact your target audience with strong emotions that connect them to your brand.

2. Great brands have certain shapes affiliated with them.

Think about Coca Cola… The smooth and wavy letters within the logo are consistently expressed in the shape of the Coca Cola bottle. Right?

Or how the word Google renders multiple o’s for the multiple pages they have in their search engine. Is it coincidental that the Google Chrome icon at the bottom of your screen is a circle like the letter “o”?

 3. Successful brands use strategic photography to directly relate the company to the customer.

Photography is a strong indicator to how your customers perceive your brand. These images have particular lighting, characters, dress, locations, etc. These help your customer understand and relate to your organization on a deep personal level.

Take all these together and you will see that great brands have a visual language attached to them. This doesn’t just stop at the company’s logo, but is intentionally integrated throughout the entire brand experience.

As a small business owner, you’re often very logical in your approach, and that’s what makes you good at what you do. However, it is very important that you incorporate great design with your brand for the overall customer experience. Think about your power point presentations, your company documentation, and your online presence. The aesthetics that graphic design provides will separate you from your competitors and will leave lasting impressions in the minds of your consumers.

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