Tanya Mann

Getting "obsessed" with consumers can be a smart move for brands that can help increase engagement and loyalty. Ben Osborne of Creative Bloq writes, "We don’t invent brands; we find them – more archaeology than alchemy. We believe that inherent in every brand or company is something extraordinary and unique, a truth, worth uncovering." Creative branding is all about one thing, after all: the consumer. Why are we being creative? Why are we innovating? It's all for the consumer — to capture their engagement and loyalty. In obsessing over the consumer by learning from our metrics, consistently following up post-sale or interaction, and taking their feedback and interests as seriously as possible, we're bound to find that connection and loyalty. #ConsumerObsession #CreativeBranding #Marketing #Advertising

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The simplicity is pure gold.

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As an icebreaker in a recent dance class, we were asked to say our names in melody or rhythm. The result? Momentary embarrassment followed quickly by the freedom of play (shoutout to my freestyle play maestros) - but more than anything, an instantaneous and lasting memory of all 20 classmates' names. Is this not the power of sonic branding? Veritonic's recent study revealed that "64% of podcast listeners report feeling more connected to a brand when it has a sound identity as opposed to brands that only have a visual identity." The neuroscience holds up as our brains are wired to connect melody to memory, but brands are slow to prioritize "sound and feel" in their identity and awareness strategies. Now, this study started with listening behavior to begin with - polling podcast listeners about, well, listening. But the direction is still (ugh pun intended) sound... Podcast hosts are even taking sonic branding into their own improvised hands - Dax Shepherd's greatest gift to ZipRecruiter was creating that "get recruitin'" melody in each podcast ad, Busy Phillips did the same for Foria (with an homage to "Gloria") - perhaps creating more actual brand recognition and value than any testimonial could. SO. Brands, like my fellow awkward dancers, may follow the same trajectory: momentary embarrassment (I need a jingle in 2024?!), the freedom of play (yes, yes I do), and invaluable lasting memory. I mean, does Gen Z even know how to spell b-o-l-o-g-n-a?! https://lnkd.in/gd2seDCG

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Mulholland Drive isn't just a road. It's the way Los Angeles looks at dreams, at the fabric of infinite sleepless nights, and what transpires within them, as they spill over the city's tablecloth. Sometimes, it's the lens through which each of us views our lives from a distance, searching for paths, seeking meaning. In David Lynch's movie "Mulholland Drive," there's no predefined meaning; it's yours to interpret. The open-ended road is there for you, with its twists and turns ready to be explored. It's one of those films where, if you're in pursuit of meaning, the search itself redirects you to what you're seeking. It's the Möbius strip of cinema, where one cannot consistently differentiate between clockwise and counterclockwise turns. It's a loop that unfolds, and the only way to make sense of it is to stay close to your own truth. "Mulholland Drive" means whatever you want it to mean. It might be a daunting promise, granting you so much power over someone else's work, but that's precisely what the author intended. Nevertheless, we often find comfort in letting others do the interpretation for us, allowing meaning to come to us instead of actively seeking it out. We snuggle into someone else's words, avoiding the challenge of uncovering our own truths. David Lynch teaches us to take responsibility for our own interpretations, to have faith in what we think, and to understand that there's no absolute right or wrong in our interpretations. What we say isn't necessarily right or wrong; it's our perspective, and it exists as such. We spend our lives navigating a two-lane highway, marked by "Right" and "Wrong." Whenever someone points to a different path, a detour leading to the open field of freedom where these binary distinctions don't exist, we often hesitate due to the vastness of the unknown. We prefer to remain within the familiar lanes because that's what we've been taught since childhood: you're either right or wrong. However, thinking in this binary way is hardly thinking at all. When you're preoccupied with being either right or wrong, you tend to lose sight of who you truly are. #writinglife #screenplay #movie #screenwriter #film #copywriter

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