“No” makes us aloof, boring, impolite, unfriendly, selfish, anti-social, uncaring, lonely and an arsenal of other insults. But “no” is the button that keeps us on.
To maintain a brand’s value in the future, one must begin by understanding the basics of cognitive psychology — how people judge human consistency and anomalies of character, and how people perceive human relationships. This reveals greater understanding of how to achieve consistency beyond repetition. Consistency is still at the heart of a brand’s value, but in this fluid and agile world, repetition cannot be the only rule.
We are living through a 21st century version of David Ogilvy’s maxim: “If all you want to do is attract attention, then you put a gorilla in a jockstrap.” It’s as though he predicted YouTube in 1983.
There is no more unreliable way to ascertain what people actually do than to ask them.