VISUAL RESONANCE—PART 5

As a member of the Social Media Club of Kansas City , I was privileged last month to attend a very exciting meeting at which Stefan Mumaw (Director of Creative Strategy at Hint) was the presenter. Drawing from his rich experience, Mumaw did an excellent job sharing an amazing array of ideas, tips, and observations that would be helpful to anyone involved in social media strategy, advertising, and marketing.

His presentation was entitled “Visual Resonance.” It focused on the characteristics of images and videos that help to evoke a passionate audience connection and result in increased shares. I love the way that Mumaw defines visual resonance:

When personal images, memories, and emotions conflate with the organization, a connection is naturally made and the brand is strengthened. To the extent this occurs in an entertaining manner, the connection will be even stronger. Therefore, the organization should never discount the entertainment element in building its brand.

All those personal images, memories, and emotions, combined with the entertainment element enable people to remember the brand. Connections are made in so many potential ways. If you remember a brand, that is good for that organization. However, if you remember a brand connected with something entertaining, that is more potent. The brand memory becomes more durable.

Certainly, some brands will be able to do this more easily than others will. Some of this is industry specific. However, the organization that excludes the entertainment element is limiting its reach. Nevertheless, my guess is that too many organizations are choosing to limit their reach by limiting the entertainment element. Fortunately, and especially with the advent of social media, that is slowly changing.

The organization or creative that wants to connect with its audience must continuously capitalize on personal images, memories, and emotions. Add in the entertainment element and you have a surefire combination.

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