Marketing has Decisive Moments!
Henri Cartier-Bresson said "To me, photography is the simultaneous recognition, in a fraction of a second, of the significance of an event as well as of a precise organization of forms that give that event its proper expression."
The 'Decisive Moment' in marketing is identical. Most of us recognize the importance of a moment, an event or a special experience when it happens.
The sales assistant who we feel ignores us, the overzealous guard or any other part of the user experience that shifts our mood - the Decisive Moment.
Ever looked at a product that you are pretty certain you want - your heart is already sold, but your logical mind wants reassurance that you have made the right decision - and have an insensitive sales person go through a standard pitch without listening to you? I have - and walked out without buying!
Somewhere in there was a Decisive Moment, the point at which the sale was lost. Or the moment when something happened or someone said or did something that shifted your perception significantly. It can be a small thing, but it has a big impact on you - and on your perception of the Brand Promise.
Henri Cartier-Bresson said "To me, photography is the simultaneous recognition, in a fraction of a second, of the significance of an event as well as of a precise organization of forms that give that event its proper expression."
The 'Decisive Moment' in marketing is identical. Most of us recognize the importance of a moment, an event or a special experience when it happens.
The sales assistant who we feel ignores us, the overzealous guard or any other part of the user experience that shifts our mood - the Decisive Moment.
Ever looked at a product that you are pretty certain you want - your heart is already sold, but your logical mind wants reassurance that you have made the right decision - and have an insensitive sales person go through a standard pitch without listening to you? I have - and walked out without buying!
Somewhere in there was a Decisive Moment, the point at which the sale was lost. Or the moment when something happened or someone said or did something that shifted your perception significantly. It can be a small thing, but it has a big impact on you - and on your perception of the Brand Promise.
