The Art of Marketing conference was an extravaganza of big ideas and zesty commentary, with 1,600 participants and six speakers in a single day, including Seth Godin and Dan Heath.
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I believe you do not have to be an asshole, or work for one, in order to do great work. Yet often (ugh!) jerkness and talent come as a package deal. In this follow-up to my Part I article in AdAge, I explore why the “talented asshole” phenomenon proliferates, and how to avoid it.
When customers buy a product, what they’re often actually buying is something more than the utility of the item—they’re buying a trigger. If your consumers don’t get the expected trigger, your brand could face a backlash.
Why are you captivated by some people, but not others? Why do you recall some brands, yet forget the rest? In a distracted and overcrowded world, how do certain leaders, friends, and family members convince you to change your behavior? The answer: fascination. Read more…
WHAT IS FASCINATION?
Fascination is the single most powerful means of persuading and influencing behavior.
Under its spell, we do things we don’t understand, we believe messages we don’t agree with, and we buy things we don’t even want. Read more…
Under its spell, we do things we don’t understand, we believe messages we don’t agree with, and we buy things we don’t even want. Read more…
What’s your F Score?
Take the F Score personality test to find out which triggers you’re using to persuade!
Take the F Score personality test to find out which triggers you’re using to persuade!
You have seven potential fascination triggers: power, trust, mystique, prestige, vice, alarm, and lust. Each trigger leads to a different style of communication, and a different type of relationship. The more accurately you identify your personality triggers, and the more intelligently you hone them, the more influential your message becomes.
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The primary thing hurting Tiger’s brand recovery is his absence from playing golf.
His fans are fine with the controlled press conference. That privacy and control was always a part of his brand.