On Facebook, I recently added an application called "Who has the biggest brain?". It throws a series of IQ type questions at you in separate sections that test your spatial-visual, analytical, arithmetic and memory skills.
The first time I had a go at it, I sat there expecting a number that would define my intelligence level. Instead, I was told that I had the brain the size of a dog! Not exactly something to shout about. But, I got better in subsequent tests and have climbed to the brain of Neanderthal man. So, there’s potential.
It’s interesting how something technical can be translated into something so relatable, relevant and easy to understand.
Clients tend to talk about their products and brands in a very technical manner. It is up to us advertisers to translate that into a language the consumer will understand and adopt easily.
Of ’course to be able to do that, a thorough understanding is necessary. You’ve got to understand the brand, the product, the consumer, the environment in which they interact with the brand/product etc.
But once you’ve cracked it. It works wonders for the brand. It will immediately capture their imagination and gets them hooked on.
When you take out the jargon from "What's your IQ?" you are left with "How big is your brain?"
