The brilliant search guru, Gord Hotchkiss of Enquiro.com posts a fantastic op-ed on brand value.Today I read this fantastic op-ed by Gord Hotchkiss in MediaPost about branding and usability.
(Did I mention it was fantastic?)
In the op-ed, Gordon talks about usability and Jakob Nielsen’s Norman Group adding “eyetracking to their usability” arsenal. (I’ll cover the “eyetracking” in a minute.) The real power of Hotchkiss’s op-ed comes when Gordon lets us in on a profound statement that Nielsen made about branding. According to Hotchkiss, Nielsen responded to a question about the contradiction between the need for building of brand exposure and best practices for usability, by saying, “Brand value is built through experience, not exposure.”
Say that statement out loud!!!!
As Gordon said in his column, “There’s a world of wisdom in those eight little words.” On the PR side, the same holds true. The PR value and reach is built through experience, not exposure! That means you have to approach all your press forays toward the masses, peers and targeted journalists with the great care and powerful forthrightness in the same way that you would a customer.
For example, what do you REALLY want the journalists to say most often about you when they’re trapped with one another in a tiny elevator heading to the fourth floor to cover your trade convention?
Your task (if you choose to accept it) is to make certain the branding experience you give journalists and the masses is the same.
Engage them! Help them experience your story, your drive, your mission, your insight! Give them nuggets of wisdom about your company that they cannot but help write about!!!!
And most of all, understand that experience is a journey of a lifetime. You’re not in this for the short haul. You’re in this for the long haul and the bigger story about how your company has survived all these years!
And for you historians, here’s an interview I did with Jakob Nielsen that still holds up pretty darn well after all these years and provides very good insight on what usability all about. He was charming! My favorite part of the interview came at the very end (part 4) where he details his plan for “world domination.”
And check out Gordon Hotchkiss’ blog, tons of good stuff on the strategic side of search.
And today, remember, “Whatever your mind can conceive and believe it can achieve.” (Napoleon Hill)
P.S. For a bit of information on eyetracking and what it can do go here.