Remember that Time…

…when you locked your keys in your car? Left them in the door? Forgot them when you were leaving for the day?

…left your cup of coffee on the counter?

…you said goodbye to a friend, and THEN remembered what you wanted to say to them?

…you left your clothes in the washing machine?

…woke up late for work, or an appointment?

…you had to choose between two options, you pick one, and then meet your friends who ALL picked the same thing?

…forgot to set your clock(s) for Daylight Savings?

…couldn’t decide what to cook, and went out to eat, or ordered in?

…you looked every where for that ring, necklace, pair of glasses, and they were exactly where you always placed them?

Memories. Consideration sets. There are several events in our lives that resonate with a large group of people. What’s so awesome about memories is that they bring up different emotions within that group of people.

It is the function of the communications professional to show businesses and organizations how to use those memories and emotions and find a connection to their brand.

Doesn’t sound easy, does it? Good. Because it’s not.

Whether you call it “e-motive marketing” or “slice of life advertising“, it seems that many communicators have been too focused on being a part of the conversation and being engaged, many forget why it is important to be “engaged” in the first place.

There’s a difference in putting your brand everywhere online, and putting your brand where your target audience is going to see it…and why they are looking at the channel in the first place.

Engagement. Why.

A good communications professional can control a conversation. A great communications professional is in control of a conversation and the consumer thinks that they themselves are.


FDR was noted to have the uncanny ability to control a conversation and allow the other person to leave thinking they won him over- when that wasn’t the case. I’m not advocating leading on the consumer, but as communications professionals, we should not completely let the consumer rule. With imperfect information comes imperfect decision-making and inferior products/services ruling the marketplace.

The MARKETplace.

Next time you close your browser and then remember why you opened it in the first place, or dialed a different number than you wanted and instead of “being rude” and hanging up, you talked to them anyway, think about inventive ways your brand can enter that conversation.

Doesn’t sound easy, does it? Good. Because it’s not.


4 thoughts on “Remember that Time…

  1. Amen, Dwayne! I work in mostly B2B, where emotion and memories are, all too often, methodically and robotically beaten out of the message. The “b” in B2B is still comprised of PEOPLE. We forget this too much when we’re building our content and message, I think.

    Thanks for the reminder!

    • Thanks for the message Brian! I read that post of yours, and obviously I couldn’t agree more. Efficiency and productivity are great, but finding a way to make lives easier, and acting like a person and not an institution, shouldn’t be placed on the back burner.

  2. I do remember the time you locked yours keys in your car Junior Year at Elon. Fun times.

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