Learn to Think in Color

What makes a brand desirable? Why some brands become magnets—and others slowly burn out.   Big Picture A  desirable brand  is one people actively want in their lives—not just recognize. When you ask  what makes a brand desirable , you’re really asking why people reach for one option first, even when there are cheaper or similar alternatives. The answer sits at the intersection of emotion, identity, reliability, and access. Why this question matters Desirability is the bridge between awareness and demand. It turns casual buyers into repeat customers and repeat customers into advocates. By understanding what fuels brand desire—clarity, emotional relevance, proof, consistency, and context—you can design brands that people seek out instead of brands that have to constantly shout for attention. Desirability starts with a sharp, simple promise Desire rarely starts with a logo; it starts with a  promise  people actually care about. A brand becomes desirable when i...

How Do Brand Associations Shape Perception & Influence Behavior? May 2, 2025 | Authenticity, Brand Equity, Customer Loyalty, Intangible, Marketing, Perception, Question a Day Question a Day How Brand Associations Shape Perception and Influence Consumer Behavior Brand associations are the mental connections consumers make between a brand and its attributes, emotions, or experiences. These associations play a critical role in shaping perception, influencing buying decisions, and determining long-term brand success. A strong brand association can make a company unforgettable—just like how Apple is synonymous with innovation, or Nike with athletic excellence. In this article, we'll explore how brand associations impact consumer perception, business success, and marketing strategy. What Are Brand Associations? Brand associations are the thoughts, images, and feelings that come to mind when a consumer encounters a brand. These can be based on: Product attributes  (e.g., Volvo = Safet...

How can organizations measure the ROI of creativity? April 10, 2025 | Brand Equity, Business Growth, Business Success, Core Values, Creativity, Financial Literacy, Perspective, Question a Day Question a Day   How Organizations Can Measure the ROI of Creativity Creativity is often seen as an  intangible force —fueling  innovation, brand differentiation, and customer engagement . But when it comes to measuring  return on investment (ROI) , many organizations struggle to quantify the impact of creative initiatives. The good news?  Creativity is not just an abstract concept—it drives real business value.  With the right approach, you can measure its effectiveness in ways that make financial sense  while still celebrating innovation . Why Measuring Creativity Matters Organizations invest heavily in  creative projects , from  marketing campaigns and product design  to  workplace culture and problem-solving initiatives . Understanding the...