Humans are crazy cautious. It’s biological. We don’t like the “other.” That’s why most people hate immigrants even though studies consistently show they help the economy. It is why Rush is so popular. People like to believe they make rational decisions; studies show otherwise. Most often, we base decisions on emotions (Viva passion!), and justify those decisions with post-hoc rationalizations.
In this context, branding can be defined as the struggle against customers’ natural trepidation of you. Branding is an anti-fear process. You focus on the positive aspects of your brand, give them your conscious attention, and plan accordingly. I’ve always said you have a brand, whether you work on it or not, since people who know you think something of you. The scary part is that the default view is most likely to be negative. You have to wrestle with and craft the positive. You have to define and latch on to your affirmative. As Bing Crosby concludes, “Don’t Mess with Mister In-Between.”
References
What Makes People Vote Republican by Jonathan Haidt
The Myth of the Rational Voter by Bryan Caplan
The Great Depression Ahead by Harry S. Dent
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Ac-cent-tchu-ate the Positive
In this context, branding can be defined as the struggle against customers’ natural trepidation of you. Branding is an anti-fear process. You focus on the positive aspects of your brand, give them your conscious attention, and plan accordingly. I’ve always said you have a brand, whether you work on it or not, since people who know you think something of you. The scary part is that the default view is most likely to be negative. You have to wrestle with and craft the positive. You have to define and latch on to your affirmative. As Bing Crosby concludes, “Don’t Mess with Mister In-Between.”
References
What Makes People Vote Republican by Jonathan Haidt
The Myth of the Rational Voter by Bryan Caplan
The Great Depression Ahead by Harry S. Dent