Branding, invisible gorillas and the art of standing out

branding Melbourne

How much are consumers really noticing your brand?
In 2004 Christopher Chabris and Daniel Simons shared the Ig Nobel Prize in Psychology, awarded for ‘achievements that first make people laugh, and then make them think’, for the experiment they completed at Harvard that inspired The Invisible Gorilla. If you haven’t seen the experiment, take a few minutes to watch it below.

The Invisible Gorilla experiment explored selective attention, and how our intuitions can deceive us. In essence it looked at how when we are distracted by something, another (even much more amazing) thing can be right in front of our noses and we fail to notice. This is the exact same challenge facing brands in today’s busy marketplace.

A recent statistic I read suggested  that the average adult is bombarded with enough information to fill an encyclopedia every waking hour, and yet we can only focus on three or four things at any one time. Unless your brand is both differentiated and engaging, you are most likely the gorilla in the room for may of your existing and potential customers.

The question for brands is how do you become the point of attention in the minds of your consumers rather than the big hairy primate that no-one notices.

Dave Ansett
David is the founder of Truly Deeply, a brand agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more at…
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