Mysterious Brands

by Matt Summers on Jun 27, 2011

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Thoughts on why brands should behave mysteriously. Explores reasons why humans respond to mysteriousness and the tenets of story telling in this way. ...

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Thoughts on why brands should behave mysteriously. Explores reasons why humans respond to mysteriousness and the tenets of story telling in this way.

NOTE: click on the 'Speaker Notes' tab to get a clearer read on what I'm trying to say on each slide as this presentation is not very slideshare friendly.

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Mysterious Brands — Presentation Transcript

mysterious brands
matt summers
manager, account planning

transparency is good

Q:
so transparency is good for brands, right?

“every successful enterprise has proprietary information (secrets). otherwise there is no competitive advantage.”
P.J. Crowley
former U.S. Assistant Secretary of State of Public Affairs

when we make ourselves mysterious, we make ourselves interesting

world’s most valuable brand

2nd most valuable brand

american staple for 125 years

2nd biggest single-day gross in box office history

fastest growing imported beer

their mystique is a differentiator

humans naturally want to finish the story
Gestalt Law of Closure:
when presented with incomplete images, our brains will try to complete them on their own

unfinished things cause us to feel tension
Zeigarnik Experiment:
incomplete tasks are better remembered than complete ones and motivate us to go back and finish them

saying a little says a lot

building suspense creates desire

being remarkable is
worth remarking about
“be remarkable, that is, worth remarking about.”
sethgodin

surprise is currency
“when you’re outspent, surprise is your currency.”
adamkeller

shock to awe

a backstory gives you more dimension

misdirection is provocative

honesty complements mystery
“what artists do wrong is lie. I don’t lie. I build good will with my fans.”
“if I’m open about everything and yet art direct everything in my life, I’ll maintain a sense of privacy.”
closes the loop when you want people to move on

“come in late and leave early”
don’t tell the whole story

be sure to withhold the engine for mystery

but, mysteriousness isn’t right for all scenarios

when brands should be mysterious

when brands shouldn’t be mysterious

Mysterious Brands

by Matt Summers on Jun 27, 2011

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Mysterious Brands — Presentation Transcript