The 5-Second Brand…(1)
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Recently I have been training my team to create 5-second brands.
My description of that is that the 5-second brand is an elevator pitch for logos. That I will only notice you for less than 5 seconds in the day. That if I cannot clearly understand everything you stand for in those 5 seconds, then you will never have me as a customer.
If your image / picture / brochure / ad cannot disrupt me and my thoughts in those 5 seconds, then you are invisible to me.
If you CAN disrupt me, then I will stop what I am doing. I will blink, look hard, read the finer details; think about it when I’m asleep; talk to my friends about it with coffee. Take charge at marketing as a representitive of YOUR brand to all of my contacts. For free too — how nice would that be?
It is great to see that some fringe media companies are finally beginning to get the message. I was driving and on taking a turn saw the back of a delivery motorcycle box — what a great place to put a 5-second brand!
What did I learn in 5-seconds? That a new restaurant called HiTea delivers all sorts of snacks and party items all over Islamabad between 8 and 7pm.
While I could not snap a picture, I liked it so much that I took out the time to redraw it, and put their logo all over the net — that is the impact of edge-centric marketing. You can take a look at the picture after the jump. Photoshop died on my laptop just when I needed it. I will upload the logo whenever I can.
On the other hand, the more I see Ufone and Telenor’s campaigns the more distressing it is to see how much money these companies spend at advertisements that will never capture my attention all day.
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