Brand Design, Brand Marketing and Brand Psychology

Design a Brand Experience that Connects with the Human Brain

Posted by sarmistha tarafder on Sep 18, 2014 10:58:00 AM

“The vast majority of us imagine ourselves as like literature people or math people. But the truth is that the massive processor known as the human brain is neither a literature organ or a math organ. It is both and more.”John Green

In the light of this wisdom, for me to start out on this venture is nothing short of arrogance. Yet, I do so, because, every piece of marketing that you carve out, and every design that you launch, can only be successful it it connects with the hearts and minds of the people that you are targeting. This is in my attempt to understand  the most complicated piece of biology in the known universe in a very simple way.

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Survival Manifesto: End of Business As Usual!

Posted by sarmistha tarafder on Sep 9, 2014 3:44:44 PM

We have reached a point in human evolution where society and technology is moving at a tremendous velocity. The scary part: our brains are not designed to evolve this fast.
“The real problem of humanity is the following: we have paleolithic emotions; medieval institutions; and god-like technology. And it is terrifically dangerous, and it is now approaching a point of crisis overall.” E.O Wison

If you are in the B2B Business or in the B2C business here are two books that are must read for your survival. It will question your business strategy arm you expansive insights. Rebecca Costa in her book, The Watchman's Rattle: Thinking Our Way Out of Extinction, writes how ancient civilizations collapsed because they hit a cognitive limitation. Are we headed for a similar collapse? Can it be prevented?
Brain Solis, on the ther hand, explores the concept of "digital darwinism"– the evolution of consumer behavior when society and technology evolve faster than one’s ability to adapt. In his book,  End of Business As Usual, he talks about the persistent pounding of technology, including social, mobile, and real time web. He says, brand executives have a hard time appreciating what needs to change because they don’t live their brand the way their customers do, and if they don’t live it they can’t understand why adapting to evolving audience expectations is so important. 

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Integrate Instagram and Boost Brand Buzz For Your Trade Show Marketing

Posted by sarmistha tarafder on Aug 5, 2014 11:51:00 AM

Given that an average American attention span in 2013 was around 8 seconds long; it is no wonder that Instagram is one of the fastest growing social media platforms with over 200 million users. (source: Techcruch) Of course, beautiful filters contribute to much of its' success, but, you can also create stunning images and videos and share it across other social channels with the click of your finger (well not really, they just market it that way).

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Topics: Brand Marketing, trade show marketing to Millenials, Sarmistha Tarafder, Trade Show Marketing

Brand Exhibiting: Anchored in Anthropomorphism

Posted by sarmistha tarafder on Jul 23, 2014 3:40:00 PM

Let's face it. It might be your brand but you no longer own it.

Brands today, are going through tectonic shifts. It is no longer defined by the constraints of the boardroom, all neatly packaged and rolled out as a fixed set of ideas. Sure, you might have a brand message. But that is not your market position. Your market position is what your customers feel about your brand. It is constantly being manipulated and motivated by the users of your brand. Your brand reality is challenged in every product, package, interaction, platform and architectural spaces. At every touch points you are now tasked to provide memorable moments that delights and deliberates. In his book, The Soft Edge, Rich Karlgaard, refers to the emotional connections as Taste. To achieve the right taste profile for your brand, Karlgaard says, “True taste kindles a products’ emotional touch points.”

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Open Booth Design: The Nuance of Numbers

Posted by sarmistha tarafder on Jun 13, 2014 1:35:00 PM

“Whenever a man can get hold of numbers, they are invaluable: if correct, they assist in informing his own mind, but they are still more useful in deluding the minds of others. Numbers are the masters of the weak, but the slaves of the strong.”
Charles Babbage, Passages from the Life of a Philosopher

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Topics: Exhibit Design, Art and nature Inspiration, Art of Business, Brand Design, Art of Presentation, Booth Design Inspiration, Exhibition Booth Design, Booth Staffers, Art of Enticement, Sarmistha Tarafder, Art of Creation, Art of Ancient Wisdom

Integrated Marketing: The Gift That Never Stops Giving

Posted by sarmistha tarafder on Jun 4, 2014 9:42:00 AM

"Technology has enabled the transition to the new economy, but connections in the new economy are fueled by a focus on two specific aspects of humanity – generosity and art."

Generosity is Contagious. As marketers, think always in terms of offering something of value to other people and in return, they will endorse you.

Art is Adorable. People want to be wowed. They want to be delighted. "They're looking for the remarkable, or something worthy of a remark."

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Topics: Social Media in Tradeshow booth design, Sarmistha Tarafder, Social Media Marketing for Trade shows., Social Media Marketing, branded content tools

Exhibit Design Challenge: How Unique is your Brand?

Posted by sarmistha tarafder on May 2, 2014 3:13:00 PM

Marketing is all about making a meaningful differentiation. You simply have to look, feel and be different. Being different gets you noticed. And, “If you don’t get noticed, you don’t have anything."

You just have to get noticed. The challenge is how?

We live in a world of information overload. “Every two days we create as much information as we did from the dawn of civilization up until 2003,” according to former Google CEO, Eric Schmidt. Today, we are fortunate to have have way more than trillion web pages of information at our fingertips. The unfortunate part is, as humans our brains can consume only so much information at any given time. Given this digitalscape that we preside over, it is quite challenging for a brand to strike out as unique. But, if you are exhibiting at trade shows your chances of striking out as a unique brand player suddenly got a whole lot better.

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Topics: Brand Marketing, Trade Fair Design, Brand Design, Brand Potential, Brand Exhibiting, Brand Perception, Brand Colors, Trade show Booth ideas, Trade Show Booth Design, The Value of Tradeshows, Sarmistha Tarafder, Brand Power, Brand virtue

What Happened in the Happiest Place?

Posted by sarmistha tarafder on Mar 26, 2014 8:22:00 AM


Skyline Exhibits Wins Buyers Choice Award for New WindScape® Exhibit System. And, Skyline was also honored for its exhibit design in EXHIBITOR Magazine's first annual Portable/Modular Awards.

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Topics: Design Award, Picture Cube, Windscape, Buyers Choice Award, Sarmistha Tarafder

How To Design Your Trade Show Exhibit For The Right Audience

Posted by sarmistha tarafder on Mar 18, 2014 8:43:00 AM

As Seth Godin puts it, most ramen is pretty good. So is most pizza. But people don't come and visit you at trade shows/events for 'pretty good'. If you want the right people to pay you a visit and engage with you in a meaningful fashion being 'pretty good' does not cut it.

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Topics: Design Tips, Art and nature Inspiration, Art and Design, Architecture, Architectural Display Signs, applied geometry, Booth Design trends 2014, White Space, Directing Attention, Sarmistha Tarafder, Design Principles

Like Us. The 900 Dollar Idea!

Posted by sarmistha tarafder on Feb 21, 2014 11:21:00 AM

As we are going through radical changes and the respect for traditional voices of authority are dwindling, so is our faith in brands are experiencing colossal erosion. Of course, this is backed by some hard data from Havas Media that conducted a series of international surveys, in which 134,000 consumers in 23 countries were asked what they thought of 700 brands. Get this, a majority of those taking part in the survey did not care if 73% of those brands simply disappeared overnight. In Europe and America, the number hikes up to 92%. In Asia and Latin America as the the crave for consumerism grows so does the bond for brands. Though, brand lustre still pulls some weight in this region, Havas study shows people are nonetheless skeptical.

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Topics: Trade Fair Design, Trade Show Booth Design, The Value of Tradeshows, Sarmistha Tarafder, Trade Show Marketing, Brand

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