Open the Doors of Your Mind

A chal­leng­ing ex­pe­ri­ence is able to linger on in our mem­o­ries much longer than oth­ers are. And if you ask the right ques­tions, this ap­plies to your brand, too.

Ad­dress­ing the mind al­so means chal­leng­ing a per­son in a cer­tain way. That way we can align things and put them in­to per­spec­tive. We think, we have to deal with the is­sue and there­fore we mem­o­rise it. As a com­pa­ny, this is one way to reach your tar­get au­di­ence. So that your brand can find its way in­to their minds.

Spark cre­ativ­i­ty

Your tar­get au­di­ence makes con­tact with your brand at dif­fer­ent times. In mar­ket­ing ter­mi­nol­o­gy those mo­ments are called touch­points, and they are very im­por­tant in or­der to ac­com­pa­ny your au­di­ence on their cus­tomer jour­ney. As you have fig­ured out, this could be any­thing, al­so quite con­crete cas­es: For ex­am­ple if you cre­ate an op­por­tu­ni­ty to get in touch with your brand at a fair or an­oth­er, sim­i­lar event.

Those lit­tle big ques­tions

At Brand­soul we were part of such an ex­am­ple a while ago. With­in the scope of TEDxZurich we de­vel­oped an ex­hi­bi­tion stand for fi­nan­cial ser­vice provider SIX that made the brand com­pre­hen­si­ble for the au­di­ence. One task for the vis­i­tors was to imag­ine the world in 100 years from to­day. Con­crete sit­u­a­tion: You are hun­gry. How are you go­ing to pay for your food? At first, this seems like a very triv­ial ques­tion. And this is ex­act­ly the point: It is about spe­cif­ic, every­day sit­u­a­tions that are un­der­stand­able and there­fore com­pre­hen­si­ble.

Cre­ate di­a­logues and ac­tive your sens­es

You write down your ideas, talk about them with oth­er vis­i­tors and may con­tin­ue your con­ver­sa­tion at the bar where you can sip on a beer. In this man­ner var­i­ous sens­es get ac­ti­vat­ed, you are in­volved and have to dis­cuss the mat­ter. And a s re­sult you per­ceive the brand mire in­tense­ly. In this case, for ex­am­ple as a fu­ture ori­ent­ed com­pa­ny that thinks about the chal­lenges of to­mor­row. By ask­ing con­crete ques­tions and of­fer­ing a beer. Quite al­right, don’t you think?


Published 13.02.2018 © Brandsoul AG


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Mauro Werlen


Talks with his hands, uses images in his mind to structure the world around him.

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