He offers an entertaining and thought provoking discourse on how well-known companies have built their brands, and more importantly, how to build your own. His lessons are of value to any business, so I'm going to share some of his wisdom.He wrote a book on brand value, but he shortened it up last night. Here's his "cheat sheet."
1. All about them. People care most about things that affect them. In order to reach them, you need to communicate in a way that tells them "what's in it for me?"
2. Hearts then minds. People make decisions based on emotions and justify their decisions with the facts. To get someone to pay attention, you must get them emotionally.
3. Make it simple. Today's world is a busy, confusing place. To make an impression and an impact, your message must be succinct and digestible.
4. Make it quick. Enough said.
5. Make it yours. A message is truly powerful only if it is associated with you or your product. make sure that the message you're presenting belongs only to you and you alone.
6. All five senses. Conversations involve all of the human senses. To communicate effectively, make sure you're engaging as many of your audience's senses as possible.
7. Repeat, repeat, repeat. Your message must be repeated often enough that your audience can act on it. Ironically, this doesn't give you license to be repetitive, but demands new and creative ways to reinforce your position.
Bruce has a bunch of Web sites. His doodles are at turkeldoodles.com. His blog is turkeltalks.com. He is also an avid harmonica player, and he indulges himself and his audience. Here's a clip of him playing his harmonica which I am playfully calling Turkel Blows (he knows I tend to kid). For more info on Bruce, visit http://www.turkel.info/
--John
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