The Science of Differentiation
The Science of Differentiation
There is enough evidence in the annals of branding to convince even the most skeptical small business owner that differentiation is a critical component of building a successful brand – yet there are very few that embrace the concept.
For those of you that are not convinced, there is another way to look at differentiation - through brain science. The human brain, in its mysterious glory, thrives on differentiation. Here are a few interesting excerpts from the book “Brain Matters” by Patricia Wolfe:
* The brain is sometimes referred to as a sponge that soaks up information. But a better metaphor would be a sieve: by some estimates, 99% of all sensory information is discarded almost immediately upon entering the brain.
* Most of the time your unconscious brain is taking over the decision making process for you. What factors influence the brain during this initial filtering of information? One key component of the filtering process is whether the incoming stimulus is different from what we are used to seeing – whether it is novel.
* Novelty is an innate attention getter. To survive our ancestors had to be aware of any novel or unique stimulus present in the environment. We’re not much different. Our brains today are still programmed to pay attention to the unusual…
What can you do to make your product, service or retail store, noticeable? With so much information and noise in the marketplace, consumers’ brains are working overtime to filter out middle-of-the-road brand messages – and looking for something different to pay attention to.
The Science of Differentiation - To learn more about this author, visit Mark Smiciklas's Website.
Like this article? Share it with your friends
Author Jack Trout coined the term “Differentiate or Die”…a concise and powerful message that warns of the consequences of brand mediocrity. There is no shortage of great books on the subject – all clearly defining the marketing rationale of choosing to be different.
There is enough evidence in the annals of branding to convince even the most skeptical small business owner that differentiation is a critical component of building a successful brand – yet there are very few that embrace the concept.
For those of you that are not convinced, there is another way to look at differentiation - through brain science. The human brain, in its mysterious glory, thrives on differentiation. Here are a few interesting excerpts from the book “Brain Matters” by Patricia Wolfe:
* The brain is sometimes referred to as a sponge that soaks up information. But a better metaphor would be a sieve: by some estimates, 99% of all sensory information is discarded almost immediately upon entering the brain.
* Most of the time your unconscious brain is taking over the decision making process for you. What factors influence the brain during this initial filtering of information? One key component of the filtering process is whether the incoming stimulus is different from what we are used to seeing – whether it is novel.
* Novelty is an innate attention getter. To survive our ancestors had to be aware of any novel or unique stimulus present in the environment. We’re not much different. Our brains today are still programmed to pay attention to the unusual…
What can you do to make your product, service or retail store, noticeable? With so much information and noise in the marketplace, consumers’ brains are working overtime to filter out middle-of-the-road brand messages – and looking for something different to pay attention to.
The Science of Differentiation - To learn more about this author, visit Mark Smiciklas's Website.
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
|
To learn more about the Evan Elite Author Program please contact us. |
 | |
|  |
Subscribe to Mark's articles
 | |
|
|  |
 | |
|
| |
 | ||
 |
||
 |
||
 |
||
|
| ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
 |
 Instant Brochures Emotional Intelligence Making Life Work Free SEO Report The Leader’s Edge |
|
 | ||
 |
The Top 10 GTD Times Posts
Best Posts for Productivity | |
 |
Top 50 SEO Posts - 2008
Top SEO Posts of the Year | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
||||||||||||
|
Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
|
|
|
| ||||||||||||
| ||||||||||||
|
|
||||||||||||