Branding and advertising — it’s everything to our species. If you look around at the natural world around you, you’ll see that it’s not just a human phenomenon. When some scientist took photos of common flowers with a UV camera, he noticed that there were “landing patterns” on flowers. A flower that looked like it was all white actually had darker areas in the center, presumably to aid an insect flying in for nectar.

Millions of years of co-evolution producing flowers that guide insects in to get pollen on their bodies, so when they fly to the next flower, and voila!…cross pollination [that's a good thing]. Oh, I forgot to mention that insects can see ultraviolet light….we cannot. All animals are continually sending signals to each other, whether it be tactile, smell, visual, whatever.

Humans want their businesses to flourish, so they must tell other people about what they do and why those prospective clients should use their company….the list goes on and on how this can be accomplished, with the ultimate goal of permeating the collective subconscious of the community with a reputation that brings people in without conventional advertising, i.e. word of mouth.

Even then, however, companies must continually recreate themselves to let the ever-changing world know that they are still there and would still like their business. So the process of branding, marketing and advertising should never stop…it’s an evolution of creativity and action over time.

Are you looking at how the world perceives your company today? What messages are you sending out? How do they compare to the competition? What’s your buzzzzzzzz, baby?

Ciao for now….TC

If you have a question for Terry Chester (TC), please email them to terry – [at] – adbiz.com or feel free to leave a comment.