- The Trigger.
“What everyday concept can we attach our brand to?”
To get noticed, we need to find the right trigger in people’s mind so that everything else follows through. It’s Skinner’s Operant Conditioning meeting Pavlov’s Classical Conditioning. We don’t have time for a sideline into the nuances of psychological conditioning, but let’s just say the goal here is to get your audience salivating when your brand rings the metaphoric bell.
A trigger is something that attaches to a concept that we want. This means everytime we see that trigger, we associate something else to it. Think about triggers being real-world (objects or activities or in the mind) thoughts and ideas. The point is, we take something exciting in our audience’s mind, and in that moment, we augment or attach our message.