I got my first one about three years ago. My boyfriend brought a couple home from the drug store one day. Silly. Fun. Happy. Those same balloons slowly deflated like balloons do…getting lower and lower, and closer to the ground. In the middle of the night, we heard what sounded like a freight train. It took a little while to get oriented to where that sound was coming from only to realize it was coming down the hallway to the bedroom. My boyfriend and I didn't say one word to each other or move a muscle. And then it got so quiet. Not a sound. The quiet was so loud. Until…until we saw it. The big yellow happy face balloon slowly rising up from the base of the bed. We laughed hysterically and with relief. Yet, we instantly felt bad when we realized our big love of a black cat, Black Jack, had gotten the ribbons caught around him, and in a panic ran as fast as his legs could take him to humans (us). His heart was racing, and he was scared to death. We still talk about that story to this day, especially since it was shortly thereafter we lost Black Jack and his brother Gray Goose to neighborhood coyotes. It's one of our "happy" memories. RIP – Black Jack & Gray Goose.
Can we all agree the primary branding goal for any business is to achieve brand awareness, and be remembered until the time comes for your customer to buy? In order for that to happen, your brand must stand out in the mind of your customers. Catch their attention. Be memorable. Not forgettable. Not regrettable.
Sounds simple, right? Unfortunately, your customers are pelted with anywhere from 3,000 to 20,000 messages every day, every hour and every minute. And that's just from advertisers. Add in news headlines, social media, etc. Let's not forget about all the daily communications we experience at work or home. Our brains get tired from being over stimulated, and in my opinion, lazy or bored. Things that once caught our attention are no longer novel or worth our attention. It's an uphill battle for brands to pull our attention away from the messages we choose to receive and process.