Brand Is the Aftertaste
People don’t always remembering your logo. They leave remembering the experience. How you made them feel. Apple made “premium” feel true through stores, packaging, support, and setup. The behavior matches the promise, so the brand feels real. How does the customers feel after they’ve left the room?
That’s your brand.
People remember experiences and feelings, not logos. How customers feel after leaving defines your brand.
Get the next note in your inbox.
One email when a new note or episode ships. No drip, no upsell.
Brand Recall: How Brands Get Remembered Before the Buyer Is Ready
Get hungry. Properly hungry, where you cannot concentrate. What chocolate bar just showed up in your head? For a lot of people it was Snickers. Now it is three in the afternoon and you are fading. What do you reach for?
Ethos, Pathos, Logos: How Brands Actually Persuade
Ethos, pathos, and logos are the three appeals Aristotle named almost two and a half thousand years ago. Ethos is character, and whether people believe who you are. Pathos is emotion, and how you make people feel.
What Are Brand Archetypes? The Character Your Brand Agrees to Play
A brand archetype is a recurring character pattern that people recognize across every culture and every story. Nike is a Hero. Harley-Davidson is an Outlaw. The archetype is not what a brand says about itself.