TED Community » Alex Genov

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I'm passionate about

Helping teams create remarkable products and services which make people's lives easier and more enjoyable.

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• A reply on Conversation: The power of a brand to turn us into puppets.

  Nov 8 2012: I agree, Greg! I think they are masters at brand building. After all they sell coffee - what can be more of a commodity :)

• A reply on Conversation: The power of a brand to turn us into puppets.

  Nov 4 2012: Awesome :)!

• A reply on Conversation: The power of a brand to turn us into puppets.

  Nov 4 2012: I do not think brands invent their own labels to make things more clear for the consumer. They do it to be different and to stand out and to create a following. Marty Neumeier's book Zag explains that strategy very well. [http://www.amazon.com/Zag-Number-Strategy-High-Performance-Brands/dp/0321426770]
  
  If you want to go for clarity, small, medium, large gives a pretty good sense of what is what, especially when they are listed side by side. Using a mixture of English (tall) and Italian (grande and vente) to describe size does not help me much, it confuses me. But it sounds very exotic and worth $5 for a cup of coffee :)

• A reply on Conversation: The power of a brand to turn us into puppets.

  Nov 4 2012: Indeed, Carol. Behavioral Economics is all the rage ...

• A reply on Conversation: The power of a brand to turn us into puppets.

  Nov 3 2012: Great question, Sarah! It is hard to imagine :)

• A reply on Conversation: Debate: You cannot design an experience.

  Nov 2 2012: Dan, the whole point of my argument is that Disney can design the physical space, the costumes, the rituals and so on. The "experience" is the subjective feelings of people as they interact with the physical space etc. And since one cannot design feelings, you cannot design the "experience" :)

• A reply on Conversation: The power of a brand to turn us into puppets.

  Nov 1 2012: Hi Julian, thank you for the comment! I think you are showing great strength in resisting commercialism. I wish I could give up TV :)
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  A reply on Conversation: The power of a brand to turn us into puppets.

  Oct 31 2012: Great point, Greg! successful "brands" tap into the tribal nature of humans ...

• A reply on Conversation: The power of a brand to turn us into puppets.

  Oct 30 2012: Walter, you are unique ... just like everybody else :)
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  A reply on Conversation: The power of a brand to turn us into puppets.

  Oct 29 2012: Yubal, you call this "weakness" ... I am not sure this is a fair label. Can you call fear of the dark a human weakness? I do not think so. It is a property of the human mind that developed very early on in human evolution and has evolutionary advantages or purposes. Humans use a lot of mental shortcuts to make decisions - these are not weaknesses, just how we operate. Of course, if we are mindful and know these mechanisms, we can prevent being influenced by them.