Comments on: Sucker For A Story. A Bigger Sucker For A Mystery

By: Scott Gould

Scott Gould — Fri, 04 Dec 2009 04:31:12 +0000

Bang on – “no one person can claim to 'get the brand' after one experience” – so the idea is, we use this dynamic to our advantage.

By: Scott Gould

Scott Gould — Fri, 04 Dec 2009 04:27:56 +0000

Hey Robin – yes I'll be unpacking this, although I have to do some studying first and get some case studies together!

I've realised that I don't supply enough case studies and just use intuition a little too much!

By: Josh Chandler

Josh Chandler — Thu, 03 Dec 2009 23:26:18 +0000

Taglines or brand promises are actually more powerful then we may realise. The physical connection between the consumer and brand is definitely built in stages, no one person can claim to “get the brand” after one experience with them.

And the connections through hooks and “the unknown” bring people closer to unleashing their monetary contribution to the company. I think social media's development of “hooks” and “coming soon” has been more powerful to utilise because of the quick transformation of knowledge and information to many users in a matter of moments.

Can we say that all brands “get this” idea, of course not. But, I'm confident that examples of brands who've been successful in social media can show others how it can be done. It's a matter of whether the brand can be authentic, whilst building out a “suspenseful story”.

By: Robin Dickinson

Robin Dickinson — Wed, 02 Dec 2009 08:15:54 +0000

Excellent post, Scott.

Now that you have cleverly created suspense in this post – and got me hooked, I would appreciate you 'unfolding' the next installment of this mystery i.e.more of the how-to component of “Using Brand Mystery and Suspense”.

Really looking forward to next Episode.

Robin

By: Scott Gould

Scott Gould — Fri, 27 Nov 2009 23:36:56 +0000

I'm thinking of following this post up with a framework on expectation. For example, when someone sees a Tweet linking to this post, already there's mystery. It's the strength of the mystery that makes someone click, amongst other things.

My idea is in how to create and manage unknowns. What needs to be known, and what is best being hidden

By: alexgreen

alexgreen — Wed, 25 Nov 2009 19:43:29 +0000

No, it's a bit of a side issue, your point stands.

By: alexgreen

alexgreen — Wed, 25 Nov 2009 19:43:29 +0000

No, it's a bit of a side issue, your point stands.

By: Scott Gould

Scott Gould — Wed, 25 Nov 2009 18:24:13 +0000

Not sure. It's unlikely. Not that it changes my point, I don't think?

Cheers as ever Alex

By: Scott Gould

Scott Gould — Wed, 25 Nov 2009 18:24:13 +0000

Not sure. It's unlikely. Not that it changes my point, I don't think?

Cheers as ever Alex

By: alexgreen

alexgreen — Wed, 25 Nov 2009 17:53:03 +0000

Like the ideas

Have Nike cleaned up their human rights / sweatshop / child labour record?

thanks as ever Scott.