A brand is a blend - and the wrong jeans might scare the girls off

Me and my closest single girlfriends were having a drink at the rsl on Sunday and we were of course checking out the boys. The place had talent, but we found ourself going "that guy is cute but I can´t stand v neck tees", or "I thought he was hot, until I saw his jeans". Shallow, yes, but this IS how it works, whether we want it to or not.

Sure, you might have a brilliant personality, and even a to die for body, but if it´s packaged in the wrong way, the chances of being picked up can still be low...

The same rule can be applied on brands. If a shop has great clothes, but the carry bag looks cheap or if a girl is hunting you around the shop to 'help' you (soooo annoying) it can scare people away. If your powerpoint presentation looks messy, clients will not see your fantastic ideas. If you are constantly late, it doesn´t matter if the service you provide is good.

You do NOT sell just your product or service You sell a brand - a blend of expectations, aspirations, memories, experiences, subconscious and conscious thoughts and feelings. A brand is not what you want it to be, but what it is. It is not an item, it´s a story.

Have a look at how Don Draper sells what the client think is a boring product: http://www.youtube.com/watch?v=DHUUyx0d7qw&feature=related

In a world of never ending choices you need to watch out, be aware of the details and the holistic outloo. The wrong tee will make a girl go 'naaaah'. And what if she was the one...