imagery

by Kenneth Rudich 

Words alone are often inadequate for communicating emotional nuance, things like mood, tone, timbre, temperament, and pitch.   

Take a simple phrase like “You’re really something!”  It can be used to convey high praise, glib sarcasm, or even dismay.  But until or unless something reveals the intent behind it, getting a proper read can be difficult.     

The use of imagery is a good way to fortify gestures, concepts, and words with flavor and meaning.
 
Emoticons, for example, add clarity.  Without them, a playfully light-hearted tone can be lost , and something communicated in jest can go terribly wrong .
    
Or consider how much more powerful “I love you” becomes when accompanied by a dozen red roses, a box of chocolates, or maybe a ring.   It enhances the emotional connection, makes it stronger, bolder, deeper, more fulfilling.     

Or take a moment to dwell on the difference between a greasy hamburger joint and a fine dining establishment — what you’ll see, what you’ll smell, what you’ll hear, the texture and taste of the food?  As you do this, is your brain summoning images to mind or are you meandering among words?     

verbal expressions, non-verbal thoughts

It turns out there’s a reason why imagery has such a noteworthy effect.  According to marketing professors and researchers Gerald Zaltman and Robin Higie Coulter, it’s because “Thoughts typically occur as non-verbal images even though they are expressed verbally.”  So while the brain processes words, the mind frequently creates images to represent them.
 
In fact, the rule of thumb among communications specialists is that about 80% of all human communication is non-verbal.  Said another way, thoughts are not dependent on words.  A sound or sight or smell or taste or touch can evoke non-verbal thoughts in the form of feelings, images, or emotions.  No words are needed for these thoughts to occur.
 
Moreover, imagery can override the meaning of words.  If you tell me you love me while looking over my shoulder at someone else, which do you think will carry more weight – the gazing past me or the favorable words?     

Has anyone ever told you, “Do as I say, not as I do?”  And it caused you to look at them with a huh?     

emotional branding

In an earlier post, “Creating Value…or Climbing up a Waterfall,” I’d mentioned that the perceived benefits variable in the definition of value is usually traceable to some underlying set of human motives, which may be social, functional, physiological, or psychological in origin.  Using imagery to nourish a positive emotional connection with your product or service is a valuable tool in the marketing arsenal.  It taps the psychological motive that shapes thoughts, feelings and behaviors; and it can go a long way toward improving perceived value.
 
A truly effective use of imagery considers the prospect of engaging all five senses if possible, and then focusing them on a singularly desirable association with your product or service.  For instance, mull over these questions for a moment:     

• do you associate a certain perfume or cologne with your significant other? 
• do you have pet names for one another?
• do you know your significant other’s favorite color to wear?
• can your significant other touch you like no one else can?
• can you prepare your significant other’s favorite food?

Notice the different senses but one focus.     

words that create imagery

Even when it’s verbal, as in the form of a metaphor, the imagery can yield a powerful effect.  One insurance company connects its services with the phrase “Like a good neighbor.”  Other companies in other industries have their own metaphors:  

• “Hope, triumph and the miracle of medicine,”
• “The king of beers,” 
• “Like a rock,” for example. 

In an earlier post, I used the phrase “like trying to climb up a waterfall” in lieu of saying it would be futile or ineffective.  Both of these descriptive words would have been perfectly suitable, but I was shooting to create an image that would resonate with the reader, perhaps causing him or her to arch an eyebrow when they came across it.     

execution is key

Once you’ve decided on cultivating a particularly desirable association or core image, it is important to execute with clarity, consistency, and continuity.  Be cautioned that this advice can appear deceptively simple, when in fact it can easily be mishandled, particularly if you have a lot of other distractions vying for your attention.  The penalty for mishandling the execution can range from simply having it become a less effective campaign, to diluting the brand, to actually causing harm.
 
In part 2, I’ll look at an actual case where the business owner had a mix of great execution combined with poor execution, how that hurt the consistency and continuity of the brand by creating mixed signals, and what recommendations were given to correct it.

scientific breakthroughs

by Kenneth Rudich    

Part 1 explored the what and why of interdisciplinary studies: how it differs from disciplinary thinking, and its usefulness for unearthing insights that might otherwise remain elusive.       

This post looks at specific examples to reveal its relevance beyond the classroom.           

a benefit to science       

Interdisciplinary studies have been used to chart new frontiers in science.  The
field of cognitive neuroscience, for example, combines cognitive psychology
and neuroscience.       

According to Harvard Professor Howard Gardner, cognitive psychology
attempts to study the mind  — that is, how humans engage in mental manipulation. 
Neuroscience, on the other hand, studies the brain — the actual neural activity
that occurs in the cranium.  He characterizes the former as being like the
software in a computer and the latter as more like the hardware.           

The difficulty associated with trying to combine these two fields of study  
may not seem readily apparent to those unfamiliar with the core intellectual
differences that separate them.  For a scientist, however, these differences
can make this challenge somewhat akin to the problem of trying to fit a
square peg into a round hole.  To this day, says Gardner, “…the integration of
the two disciplines is by no means complete;” and he concedes that many
scientists have chosen to remain rooted in their home discipline rather than
attempt to negotiate the intellectual leap that is necessary to facilitate such work.                     

But there are scientists who have been able to make the intellectual leap and
combine the two into one domain of study known as cognitive neuroscience.
Through their work, they have gained a better understanding of the 
relationship between the mind and the brain.  They believe these findings will
bode well for future advancements in science and medicine.   

back down to earth  

The same objective of combining different perspectives has been translated into
other practices as well.       

One involves open-source thinking, particularly as it pertains to product and process
development.  A notable example of this is the development of computer software
via an open-source model, which relies on a community-based approach for enhancing
the capabilities of a software application.  This differs from the centralized approach of a
company formulating the software entirely in-house; rather, open-source decentralizes
the development process by taking contributions from outsiders.  This tapping of diverse
perspectives has yielded a development process that is both rapid and effective.       

Another example, called knowledge brokering, has been transforming the way global
companies develop new products.  It has led to the coining of the term “open innovation.” 
Professor Corey Billington and co-author Rhoda Davidson define it as “a systematic
approach to seeking external ideas from people in a variety of industries, disciplines,
and contexts and then of combining the resulting lessons in new ways.”  Basically, it
boils down to borrowing ideas from others who have faced and solved similar challenges
elsewhere; and then adapting or re-purposing those solutions to fit the task at hand.            

other applications for interdisciplinary studies

The challenges do not have to be large and formidable to make interdisciplinary
studies a fruitful alternative.  Training people how to think and interact in this manner,
sometimes referred to as lateral thinking, can make a material difference in almost
every form of enterprise.        

Consider the current needs of the labor market, for instance.  Employees who
perform higher value work, what economists call tacit interactions, can also use the
benefits derived from an interdisciplinary approach to thinking.  Such interactions
typically involve the ability to manage non-routine tasks – like sizing up a complex
situation and then making context-based decisions for correctly handling it; or
mobilizing loosely coupled teams of people with different backgrounds, skills and
expertise into a fluid workflow; or promoting a cycle of continuous improvement
and rapid innovation within a work process.  Many workers fall into this category,
not the least of which include managers, sales people, customer service
representatives, and more. (To read more about the current labor market,
see “The Current State of Future Workforce Needs.”)
 
In reality, the expanded view of an interdisciplinary approach can help all
individuals gain a fresh perspective, even in areas traditionally known for
specialization.  Professor Richard Florida cites the emergence of a “creative
class” of workers — comprised of scientists, engineers, university professors,
poets, novelists, artists, entertainers, actors, architects, designers and
others for whom creativity is essential to their livelihood — as the barometer
of where things are going.  The task of the creative class, says Florida, is to
“produce new forms or designs that are readily transferable and broadly useful
– such as designing a product that can be widely made, sold and used; coming up
with a theorem or strategy that can be applied in many cases; or composing music
that can be performed again and again.”  Inspiration born of a larger vision or
broader understanding can give such specialists a leg up for translating their
knowledge into creative outcomes.           

summary

It is evident we have arrived at a time in history where there is ample room for
interdisciplinary, multidisciplinary, and transdisciplinary studies to stand
alongside the conventionally standard practice of disciplinary studies, without
one necessarily crowding another. Each will serve a purpose, and all will
contribute to the benefit of the greater good.  

Related Posts:

Creativity Management: The Value of Tacit Knowledge