Creativity & Deci...
Follow
Find tag "brand"
590 views | +0 today
Creativity & Decision-Making
Creativity, Innovation, and Decision-Making
Your new post is loading...
Your new post is loading...
Scooped by Katherine Stevens
Scoop.it!

The 25 Best Business Articles I've Ever Read

Marc Binkley's list of top 25 favorite business articles, which inclues articles on "innovation, leadership, marketing, sales, branding, culture."  You may recognize some classics, including "1,000 True Fans" and "Bowling Alone" and "The Long Tail."

 

more...
No comment yet.
Rescooped by Katherine Stevens from It's All Social
Scoop.it!

How to Manufacture Desire: An Intro to the Desire Engine

How to Manufacture Desire: An Intro to the Desire Engine | Creativity & Decision-Making | Scoop.it

"Here’s the gist: The degree to which a company can utilize habit-forming technologies will increasingly decide which products and services succeed or fail."

 

"Instead of relying on expensive marketing or worrying about differentiation, habit-forming companies get users to 'self trigger' by attaching their services to the users’ daily routines and emotions. A cemented habit is when users subconsciously think, 'I’m bored,' and instantly Facebook comes to mind. They think, 'I wonder what’s going on in the world?' and before rationale thought occurs, Twitter is the answer. The first-to-mind solution wins."

 

"But how do companies create the internal triggers needed to form habits? The answer: they manufacture desire. ... startups manufacture desire by guiding users through a series of experiences designed to create habits. I call these experiences 'desire engines,' and the more often users run through them, the more likely they are to self-trigger."

 

 


Via Mark Oehlert
more...
No comment yet.
Scooped by Katherine Stevens
Scoop.it!

In Innovation Today, The Smartest Companies Collaborate With Enemies

In Innovation Today, The Smartest Companies Collaborate With Enemies | Creativity & Decision-Making | Scoop.it

"[T]he brands that will have the greatest impact on all our lives are those that see themselves not as citadels that need defending but as causes that need joining. The most important, most effective, most impactful brands are those that have put petty competition behind them and embraced collaboration as an operating principle--it is their core DNA. These brands are clear about their ambitions and are not shy about seeking out others who share those ambitions.

more...
No comment yet.
Scooped by Katherine Stevens
Scoop.it!

Creative Thinking for Brand Extension Ideas | The Brainzooming Group

Creative Thinking for Brand Extension Ideas | The Brainzooming Group | Creativity & Decision-Making | Scoop.it

Using a "Change Your Character" creative thinking exercise to generate brand extension ideas in a college marketing class.

 

more...
No comment yet.