C Notes Newsletter Issue 14
>> Download the C Notes Newsletter Issue 14Typo Negatives
B Positive Your Writing is Purfekt!
The Homophonic Typo
When righting for you’re brand, ewe have to bee care full bee cause sum thymes words that are misspelled may not bee cot bi spell check since they may be other words that are spelled correctly. As absurd and confusing as the last sentence appears, not one word is highlighted by my computer’s auto-spellchecker since all words are, technically, spelled correctly. They just happen to be words other than what was intended.
Be ‘Hired’ (or at least get the interview)
Many corporate executives who are responsible for interviewing and sorting through thousands of applications have a tried and true method for sorting out dozens without second thought. Just ask: does this resume have a typo? If yes, then automatic disqualification, regardless of the person’s credentials.
Consider the above illustration when approaching the way you write about your brand and present it to the consumer (the interviewer). In a sense, you are asking the consumer to consider your brand for employment. And just as with a résumé, if anything in your print media, Web content, brochures, etc., has any typographical errors, you will likely be immediately disqualified, regardless of how great your brand might be.
Picture some of our most well-known brands with subtle, yet ridiculous typos:
Nike: Just Dew It.
McDonald’s: I’m Glovin’ It
Macy’s: Weigh to Shop
AT&T: Your Whirled. Delivered.
Dodge: Grab Wife by the Horns
As absurd as the above seems, it clearly shows how a simple misplaced letter or homophonic mistake can dramatically alter the message your are trying to convey. Avoyd the writing and u may just b plane careles. Look how frustrating ths sentence is to reed dew two pour proofreading and lak of atenshun to detale. Yule have liklee stopedd reddin bi nowe sinc thares no weigh ths mesag culd mater caus the wrter clerly doednt kare, nor do tha brnd. Gfalhru, rgdjgrwrur thteie, and reierugh (trur erhasdifu) reajfkasm rgtreovrudn ewlwgofbn, fkjwrgu ulmdsakl…
Embrace Serendipity When the Best Laid Plans Go Awry
“He who fails to plan, plans to fail.”
- Latin Proverb
ser·en·dip·i·ty [ser-uhn-dip-i-tee]: noun
1. an aptitude for making desirable discoveries by accident.
2. good fortune; luck
Think back to high school English and the classic Steinbeck quote:
‘The best laid plans of mice and men often go awry.’ There must be a way to balance the necessity of planning with the inevitability of chance.
Consider this theme when constructing the plan for your brand. A plan is essential. It is your road map: it not only marks your route, but also forecasts resources needed, the amount of time to be committed and what results might be expected. The plan is sure to change eventually– if not replaced entirely. But just as possession of a road map hardly precludes you from exploring side streets along the way, your brand plan points you in the right direction, encouraging spontaneity and flexibility to recognize the value of serendipity. Make your brand plan a grand plan.
Your brand will begin to develop within your plan, but there will be unexpected obstacles and challenges. Think of these not as a barrier to your goals, but an opportunity for “happy accidents.” Be sure to keep your focus on your destination and avoid blind adherence to the plan. A willingness to expect the unexpected and embrace the unpredictable will create a brand that is both spontaneous and focused.
“Serendipity. Look for something, find something else, and realize that what you’ve found is more suited to your needs than what you thought you were looking for.”
- L. Block, American Author
Emotions & Buying
Speaking to the Hearts and Minds of the Consumer
There’s a scene in the modern-day classic, Sleepless in Seattle... Meg Ryan and Rosie O’Donnell come to the topic of ‘those camera commercials with the little girls and their grandfather at his birthday party.’ Both characters become weepy and seem to be upon the brink of tears...all from reminiscing about a commercial. This is simply Hollywood humor, right? Commercials and products don’t really elicit such a response in real life.
Perhaps not…
According to a new University of Florida study, people really do let their emotions get the better of them when it comes to buying products sold in the consumer-driven U.S. economy.
The national study shows that no matter what people may presume, feelings and emotions, not logic, drive consumers to make even big-ticket purchases. So when you tell yourself: this 42" plasma TV is really a great investment because of all of the space I will save and the impressive 1024i x 740i pixels, or: this Porsche 911 has the highest residual values, such justifications are likely not the real drive. What is really at play is the drive for the positive emotional paybacks involved: a car that says ‘you’ve arrived’ or a TV that is the ‘newest,’ ‘biggest,’ ‘most advanced,’ or ‘best.’
But, while the plasma TV and sports car illustration is an obvious instance of emotional buying, the evidence appears to suggest even the smallest purchases are ultimately driven by emotions, and perhaps, rightfully so.
The next time you’re about to make a small purchase ($5 or less) for a rather mundane product (toilet paper, chewing gum, bottled water), ask yourself what it is about the products you are about to purchase that makes them ‘better’ than the almost identical competing products filling the surrounding shelves. Why is one six-pack of water $1.99, while another is $4.99? Is the extra price really because this water comes directly from the French Alps, or are consumers trying to make a statement about who they are through the products they purchase and use?
The nationwide study indicated that emotions were nearly twice as important as knowledge in buying decisions. The study analyzed the responses of 23,168 people to 240 advertising messages in 13 categories, including a broad spectrum of products ranging from durables, such as cars and appliances, to groceries and other non-durables.
In light of this research, branding that speaks to the emotional psyche of the consumer becomes paramount. The saying follows: the devil is in the details. Well in this case, smart brands may want to get to know Beelzebub himself on a first name basis to pinpoint exactly what elements distinguish their brand to really capture the hearts and minds of the consumer.