It’s not coincidence that wine tastes better in a wine glass. Not scientifically, of course.
Scientifically, the wine tastes the same in a wine glass as it does in a styrofoam cup.
The same goes for how you feel wearing a suit. When I put one on, I feel like I’m important, I feel like I can walk into a room and own it, I feel respected. Are we any different wearing a suit as we are wearing shorts and a sleeveless shirt, scientifically? I’m still me. You’re still you. Scientifically.
One more example,
Treat yourself to a cold can of bud light. Then treat yourself to a cold glass of bud light. Which tastes better?
We have these world views, these wonderful world views that in the most simplest form are summed up into that which we want to believe, is true.
We become more outgoing and astute when we put on a suit because that is what we believe a suit will do. The wine, the water, the beer, the tea, the coffee – tastes great in whatever glass we have it in because we believe that it will. So it goes…
The single best story punctures through the noise in two ways:
1) It parallels a worldview that we already hold.
2) It makes a promise that we will feel a certain way when we have or use the product.
Marketing, branding, advertising – whatever you want to label it – has one goal. To get people to attribute a feeling with a particular product or service. It’s damn difficult. That’s what makes marketing so valuable.
Stay Positive & In Marketing, Numbers Are Little, Worldviews Are Huge
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