Creativity + Imagination + Smarts

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Framing matters because it influences thinking, perceptions, attitudes and behavior. The same information will be processed or not processed, distorted or not distorted, affect attitudes and behavior or not affect attitudes and behavior, depending on the frame. It matters whether you are buying an energy bar for athletes, an energy bar for office workers, an energy bar for women, an energy bar for men, a nutrition bar, a breakfast bar, a protein bar or a diet bar. In each case, the choice criteria and the perceptions of brands will be different.
David Aaker. “3 Ways to Re-frame Your Category (And Win)” (via peterspear)
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