The consumer has a finite attention that's an insight you need to leverage. Exceptional brands show you, demonstrate, show you why they are exceptional - behave as a brand.
Your default is your DNA, it's your culture, your influence, your instinct and it needs to flow throughout everything you do, your UI, your products, your campaigns.
Be frenetic, it's okay, it's progress. Understand that erraticness is differently, it's all over the place. It also goes backwards and regresses. Be adaptable and resonate.
Operate with purpose, why are you doing what you do, why should people care, understand your audience.
Your purpose is a collective of your audience's perceptions and expectations validated by the desired experience.
What's is your promise as a brand, individual, corporation?
Branding = Promise
Marketing = Strategy (what you need to do)
Advertising = Execution
It's a process but many times there is a focus on only one of these.
4 Stages of Interaction:
People are not going to remember the best experience they had with you, it's human nature to remember the one bad one so be consistently good.
ABOUT THE AUTHOR
Formerly a senior copy editor at Thomson Reuters, a research editor at AOL, and a senior web publicist at Hachette Book Group, Valerie M. Russo is editor at large of The Front End of Innovation Blog, The Market Research Event Blog, The World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at email@example.com or @Literanista.