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  We love to talk about journeys. Exchanging travel stories, and the journeys of our lives can build a connection, and turn strangers into friends. With the virus and lockdowns, you and I, more than ever, have gone completely digital to carry out tasks of daily living – grocery purchases, food deliveries, banking transactions, and uhm.. perhaps, job applications? Common to each of this task is the online experience a.k.a journey. Beyond wanting the goods and services, a  compelling and memorable experience sweetens the deal . It is the icing on the cake. It is about Emotions The “Experience Economy” is not a new term. In 1998, Joseph Pine II and James H. Gilmore first offered this idea of “staging the experience” to the world in a Harvard Business Review article. Fast forward to 2020, that wisdom speaks truth in volumes. Today, a positive digital experience is an expectation. The Conscious consumer  values the experience as much as (or even more) than the prod...

  People feel vulnerable now. Many have to live their lives in the digital cloud, often not by choice. Just like a human, a brand has to learn  how to be + have  at every level of social evolution and crisis. We think that to do this well involves a trait called  Brand Empathy . Empathy means putting yourself in another’s shoes and truly identifying with their situation. There are a few things to keep in mind for a brand to manifest brand empathy. 1. Curate your content based on current events or trending topics Guinness  shifted its focus away from celebrations, and leaned into a message of well-being and lifting each other up with the hashtag #wewilltoastagain. In these  delicate moments where no place feels safe, a brand has to be present with empathy in order to stay connected with its audience. How Guinness changed tack is a good example that the nuances of your brand personality are more colorful and delicate than ever. 2. Make goodnes...

Have you thought about how colours affect you? Do you tend to feel uplifted when you see the colour yellow?  It is what it is because colours reflect light and symbolise energy, and interplay with the state of mind. As a business owner, understanding colour psychology is paying it forward!   How are colours important? Research (colourcom.com) reveals that people make a subconscious judgment about an environment, or a product within 90 seconds of initial viewing and that up to 90% of that assessment is based on colour alone. Colour also increases brand recognition by 80% (quicksprout.com). Brand recognition is directly tied to consumer confidence. Data aside, let’s dive into 3 reasons why colours are important!   1. Colours evoke an emotional response Colours are everywhere you look, and in nooks and crannies that you don’t venture. It has an impact on mood. It influences perceptions, and it can arouse desire,  engender sub-conscious feelings and prompt deci...

       Add caption “ Read our earlier post  on manifesting brand empathy. ”   It’s not very often you have a stranger offering you a genuine smile. But, if you do, the chance of you returning the smile is pretty high. In that moment of giving and receiving, however brief and slight, an emotional connectedness is formed.  Online creative content creation  revolves around this basic principle – to engender an emotive state.   In the online space, the emotions of a community member influence the emotions of others. Online content creation aims to replicate the affective character of a smile manifold to bring about the emergence of collective emotions, and marketing harness collective emotions repeatedly to bring about desired campaign outcomes.   Let’s find out what are some key principles to consider!   1.    Find the right ways to motivate your audience   Humans’ emotions can generally be classified by these ...