Some folks in the psychological world say there are four aspects to our personality – intellectual, emotional, intuitive, sensual. Or what a psychologist friend once simplified as “head, heart, gut, groin.”
Whether or not we believe in those exact categories, our personalities are made up of several levels. Communications theory says that the more different ways we connect with a receiver (customer, client, voter, employee, etc.) the more likely we are to affect a favorable response.
Good branding should try to address as many personality levels as possible. For example, the merged branding (from a visual standpoint) of Continental and United airlines used the Continental globe tail logo and the United name. Gold (the color in the globe and in the stripe along the side of the planes) is a rich, positive color that can connect on an intellectual (rich) level, an emotional one (security), and a sensual one (warmth).
Persuasive Communications
"Selling is persuasion; Persuasion is attitude change; Attitudes can be changed."
“Sales” has been bandied around as a dirty word in some aspects of our culture, with the ancient stereotype of the used-car salesman as the prototypical example of negative selling imagery.
Yet selling is life. Selling is what we do when we flirt and date and propose. It’s what we do when we buy a buddy a beer. It’s found in board rooms, politics, and the bedroom. Selling is simply persuasion; and the tools of selling could be simply rephrased as the arts of persuasive communication.
There are two significant types of communication – personal and mediated. Personal communication is what we do across the back fence with our neighbors. It’s going to the movies with the girls. It’s a city council meeting; an Amway multi-level-marketing business; lunch with friends.
Mediated communication is where the sender and receiver are removed in time and space. This includes TV, newspapers, letters, e-mail, advertisements, books, websites, social media sites, brochures, texting, and everything else where the sender and receiver are not in direct personal contact.
Long Article Alert: What follows is not a typical web snippet.
“Sales” has been bandied around as a dirty word in some aspects of our culture, with the ancient stereotype of the used-car salesman as the prototypical example of negative selling imagery.
Yet selling is life. Selling is what we do when we flirt and date and propose. It’s what we do when we buy a buddy a beer. It’s found in board rooms, politics, and the bedroom. Selling is simply persuasion; and the tools of selling could be simply rephrased as the arts of persuasive communication.
There are two significant types of communication – personal and mediated. Personal communication is what we do across the back fence with our neighbors. It’s going to the movies with the girls. It’s a city council meeting; an Amway multi-level-marketing business; lunch with friends.
Mediated communication is where the sender and receiver are removed in time and space. This includes TV, newspapers, letters, e-mail, advertisements, books, websites, social media sites, brochures, texting, and everything else where the sender and receiver are not in direct personal contact.
Long Article Alert: What follows is not a typical web snippet.
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