Persuasive Marketing: Understanding The Key to Media’s Hidden Codes

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Memorable branding, persuasive marketing and powerful user experience begin with human associations.

Recently, I was consulting with a friend of mine who is trying to put together a company they plan to launch in the promotional staffing business.  A common topic of conversation came up regarding the company branding, logo, marketing messaging, etc, etc.  As a matter of fact, I’ve probably had this conversation with at least a dozen companies from startup to large, well established brands just within the past month or two.  Generally, most people know that in order for their branding and advertising to resonate with their target market, it must carry some meaning with it… but unfortunately, many don’t realize (and I’m talking both new and seasoned marketing execs) just how deep the rabbit hole can go.

Colors, camera angles and logos in the media can all prompt immediate associations with emotions, activities and memories.

The impact these symbolic, written and technical elements have on peoples understanding and behavior can be immense.  Your understanding and ability to leverage these codes allows you to better communicate your ideas in more relevant ways to your target audiences.  What’s more, integrating these concepts into everything from the design of products to the delivery of services provides for a more persuasive effect on your users and user behavior.

First, you must get down to basics.  Learn to decode the intricate system of symbols that are a part of everyday life — from advertising messages to traffic signs.

I absolutely love TED Talks.  They they have regained my interest in the educational series, TED-ed, with content such as this engaging gem of a video.  I admit my enthusiasm for the brand lately has waned a bit – mostly because my overall impression diminished as they seemed to put more effort into volume of videos (the quality suffered).   However… my faith in them is a been regained a little more content like this.  I make the point because so many companies these days are feeling such pressure to produce content, they often lose sight of the critical value proposition to which they must build around.  Content should strategically deliver on the perceived value and promises of the brand.
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About Tony Kinard

Digitally Innovative, Obsessively Creative, Fearless Advertising/Marketing Exec. For 16+ years I've had the honor of working with brilliant ad agencies, digital marketing innovators and technology vanguards. It's been amazingly fun and exciting work helping clients to successfully leverage tech innovations and new ideas. From scrappy startups to some of the best known brands in the world, I love the challenges they present. The voices in my head may not be real, but they have some great ideas!

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