Reverse logic for marketing, branding
September 1st, 2010There’s a reason Dragon Naturally Speaking is a hit. It’s because, no matter the channel of communication, the very best style is always that which has a spoken feel to it, and anything that makes that easier will always be of value.

The problem I see with far too many marketing and branding initiatives is, they don’t have a spoken, natural language - conversational, if you will - logic to them.
With the way our brains work, if we have to translate too much of what we see and hear, messages will have an inconsistent impact on us. The only way to attempt to manage this cognitive reality is to formulate messages with a conversational, natural language style so translation is kept to an absolute minimum.
That way, you can more reliably trust that your messages will have the desired impact. And isn’t this what marketing and branding is all about, trying to have a reliably positive impact on the audience?
Many in the marketing and branding world do not filter their ideas through a natural language, conversational criteria.
They should.









