Whoa! 5 Brand and Marketing Lessons I Learned in 2023

Ah, 2023, a year that zipped by faster than a New York minute!

Amidst the countless coffee sips and meetings-that-should’ve-been-emails, I’ve unearthed a small treasure trove of brand and marketing nuggets — the kind that make you wonder how you ever managed without them.

So, in the spirit of sharing (I’m never one to hoard), here are my top five lessons from the world of logos, taglines, and all things surrounding them.

Are you suitably buckled up? Let’s dive in…

The mental trade-off of speed is likely durability

Speed is often viewed by marketers as a great selling point for products, particularly those of a more tech-centric variety.

However, there is a natural mental trade-off consumers tend to make between things that are fast/quick/speedy/instant and things that are durable and full of quality.

Payday lenders are fast. Emergency maintenance people are fast. Fast food is fast. All of these are transactional, break-glass-in-case-of-emergency offerings — not intended to be used on an ongoing basis.

There’s nothing wrong with a product experience actually being or feeling fast (quick is often slick) but hanging an entire brand proposition on…