Brand experiences not products

I think we all believe that life's experiences are more important to us than the material possessions that we own. Well Susan Weinschenk recently wrote about the research that Carter and Gilovich did to prove out this idea and they uncovered some valuable ideas.

Their research looked to uncover why we value experiences over possessions. They proved that people use experiences to define their sense of self. People prefer to talk about themselves in terms of experiences rather than what they own. This can be thought of as part of our life story we carry around with us. People it seems prefer to talk about purchasing items through the experiences they have with it, rather than the material ownership of the product.

Knowing people by what they have experienced and how they use a product is more likely to give us a greater insight to the person than what they bought. Our memories associated with an object make that object more valuable and satisfying when the association is positive.

So with this in mind Susan put forward these considerations for products and experiences.

• If you are marketing a product, put emphasis on what experiences you will have with it rather than what it will look like/feel like/ be like to own it.
• If you are collecting purchasing info about target clients (as has been in the news lately with questions about privacy) you’d be better off to know what people’s purchases imply about the experiences they are having rather than just inferring from the data what they own.
• The user experience of a product is more important than we think. It’s not just the idea that the product should be easy to use/ interesting. The EXPERIENCE part of user experience is not just a fancy word to use. People remember and evaluate, and even cherish experiences, even with technology.
• Customers may resonate more with a brand if they can get a sense of what the organization has DONE, not just what products or services they sell.

Sticky Ideas

If you are like me you have sat in a darkened room many times listening to someone drone on about some topic that at first you thought might be interesting to you, but quite frankly you start drifting off and once the talk is over you don't remember a thing about what the presentation was about or the point that was being made. Or maybe you have been in one of those company motivational speeches given by the CEO that leaves you feeling more flat than inspired. Well it is most likely that these people could have benefited from reading "Made to Stick" by Dan and Chip Heath, two brothers that decided to look into what makes ideas stick and memorable in peoples minds. Their research uncovered some interesting ways to make ideas sticky.

Sticky ideas are those ideas that have certain traits that allow us to recall the concept or meaning very easily. Dan and Chip describe them as ideas that are more like velcro in our minds, they attach themselves at many points in our neural network and as such it makes them more memorable and easier to recall later. They go on to outline what they call the SUCCESs steps to making an idea more sticky. SUCCESs steps refer to:

Simple

Keep the idea simple, people don't remember many items at once, so get down to the core of your message

Unexpected

Adding something unexpected helps you remember it, it makes it more notable in your mind if you suddenly have a twist in your idea.

Concrete

Make something tangible. Put the idea into the real world, remove abstraction.

Credible

Adding a authority or anti-authority to an idea gives it authenticity and makes it valuable

Emotional

Bringing an emotional element to the idea makes it impact people at a deeper level

Stories

This is last in the list but really it is probably one of the most important elements of a sticky idea. Adding a story element makes the idea spreadable, easier to remember and start to take on a life of it's own.

This list is a really nice summary of making ideas last and have value to those that come across them. Of course one of the immediate things that stands out to me is how these steps, are very applicable to not only presentations but also to marketing and branding efforts for companies looking to create a deeper connection to consumers. These steps are really about anything that needs to have a lasting impression on others. Whether that is employee orientation, a charity fund raiser, or a teacher giving a lesson on biology.

One final interesting part of the book didn't get much attention but was worth mentioning was how to UN-stick an idea. Of course most people want to get ideas inside peoples heads. What to do when you want to change someones ideas, the example might be some bad publicity around a product that people now associate with the brand. Their suggestion is to make an even stickier idea to replace the current one. That might include making a better comparison with a positive spin, or redirecting the public's mind towards a different enemy or goal. 

Sticky ideas are valuable and creating idea virus's or ways to communicate those ideas is a valuable skill to have. These suggested steps help get those messages out there and improve the chances of making your ideas stick. So turn up the lights go back and rethink your presentation or idea, with these concepts in mind, and this time you will more likely create an idea that will stick and have an audience not falling asleep in the dark.