Habits are created by repeating an action set around certain parameters. Marketing works in the same way a Habit is built. Give an audience repetitive imagery, or slogans, and that audience will begin to connect through association. The rule of 10% works because customers see a Brand multiple times. The idea is to keep that Brand’s push consistent in Image and Voice to generate Conversation. Obviously that conversation should be positively interesting to get people to talk about that brand.
A particular look, or Image, connects with audiences when they can relate to what they are seeing emotionally. Change that up on them, and it will be harder to connect. The human mind needs repetition. Slight changes need to be introduced gradually. Even the Voice, or what a Brand stands for, must maintain a continuous message. “Nike” is about that Check Mark and Michael Jordan logo with the slogan “Just Do It!”. That is a multimillion dollar Brand which people can related to on image alone.
In the beginning, unless you are a movie; since movie studios have unlimited resources for their marketing budget, keep away from dating a product. Spend a limited budget on the Marketing plan. Market the Brand as much as possible to build up Awareness and increase the rule of 10%’s chances of success. The more audiences see a logo/name, feel and Brand’s complete package, the more likely they are going to buy into an interest of knowing more about that Brand on their own.
PS… Can you find the monkey?
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