Tonight I sat in front of over 40 mind maps created by students at UT. I felt extremely overwhelmed. My task was to take all of these mind maps and create one supra mind map.
What I learned is that consumers have so many different insights, experiences, memories and feelings about a brand that it is extremely difficult and almost impossible to chunk all of those minds into one mind. It if I took the entire US population and mashed them all into one blanket of thoughts.
Each map possessed qualities that are beyond how I relate to the brand or how I thought people could even connect to a brand itself.
An insightful night to say the least.
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