Some brands are to strong their they create in consumers’ brains activity patterns similar to those of religious icons
(...) But it was Dr. Calvert's next finding that was truly fascinating. She discovered that when people viewed images associated with the strong brands—the iPod, the Harley-Davidson, the Ferrari, and others—their brains registered the exact same patterns of activity as they did when they viewed the religious images. Bottom line, there was no discernible difference between the way the subjects' brains reacted to powerful brands and the way they reacted to religious icons and figures.
No matter what your product is, you are ultimately in the education business. Your customers need to be constantly educated about the many advantages of doing business with you, trained to use your products more effectively, and taught how to make never-ending improvement in their lives.
(...) the key is to get the whole story into the headline but leave out just enough that people will want to click.
As customers, what we crave more than the commodity we think we are paying for is to be understood.
What we want more than a reliable ride to our destination, a comfortable bed for the night, or even a book we can get our teeth into, is to really be seen.
What we want more than responsive organizations is personal relevance.
The value isn't just in the data that businesses collect. What counts is how they use it to make our lives better.
We know that sentences are better than paragraphs. Two bullet points are better than five. Easy words are better than hard words. It's a bandwidth issue: The more we reduce the amount of information in an idea, the stickier it will be. Simple = core + compact. Proverbs are helpful in guiding individual decisions in environments with shared standards. Those shared standards are often ethical or moral norms. Proverbs offer rules of thumb for the behavior of individuals. The Golden Rule, "Do unto others as you would have them do unto you," is so profound that it can influence a lifetime ...
Top of mind means tip of tongue.