Grab the closest book, any book accessible. Now, open to a random page and read what’s right in front of you. When I do this, I open a book to exactly what I need to read in that moment. For some reason, the content always relates to what I’m experiencing or advice I need to apply. It’s also a great way for a busy person to get some reading in even if it’s only one page or passage.
My book recommendation with keeping on this week’s subject of branding is, “The Culture Code” by Clotaire Rapaille. This book made a huge impression on me many years ago. Clotaire Rapaille, is a marketing expert who has worked with major corporation around the world to help them understand how they communicate to their customers and how their brand or product is perceived in other cultures. For example; peanut butter’s culture code in America = “a mother's love” whereas in France peanut butter = “another processed food.” There is an emotional connection to peanut butter for Americans from Skippy commercials with a mom drawing a heart in the fresh peanut butter. I have to admit, I love to draw the heart in my newly opened, natural, non-Skippy peanut butter. This emotional connection made an imprint on me notwithstanding my lack of brand loyalty.
Which product’s brand messaging from your childhood created an emotional connection for you?
Take some time this weekend to expand your mind and heart. You are worth it and your friends and family will benefit from having a refreshed version of you afterwards.
