Over the holidays, I read Phil Dusenberry’s One Great Insight Is Worth a Thousand Good Ideas. If you are a brand/ad geek, you’ll enjoy this book. I’ll likely do a few posts with lessons and examples from it.
I wanted to start with one story that I think most of us can use immediately… use emotive words… words that excite. The example:
Best Cellars, a wine store near Phil’s home in Manhattan, doesn’t use regions or grape varietals to mark their sections, but rather words like juicy, smooth, big, fizzy, fresh, and soft.
I want a wine store like this in my area. I can feel these words, and I can’t feel Pinot Noir. I’ve stared at hundreds of bottles of Pinot Noir, trying to remember anything I could about the different regions where they are grown, the particular years that made them taste different ways, the vintner’s specialties, etc. I need something that helps me connect and Best Cellars words bring out more emotion for me.
This reminded me of one of my favorite shirts that Lukasz has. It is a black shirt that in silver type simple says:
Again, this brings out emotion!
I’m looking forward to working with the team to think of creative ways to apply this at Spreadshirt. Easily, we can have categories in our stores, and allow categories for shop partners, that express the emotions they had when creating the shirts, the emotions that they think people will get when buying them, the emotions that folks want to evoke with a gift, etc.
Question for you… Have you seen great examples of the use of emotive words? I’d love to know what’s worked for you.
So, let’s see, what’s on my shirt today?
I’m feelin’ it!