Ideation/ Prompt: Nei Bomfim/ Immersera
Anim: ReNascimento
Welcome to a 0.1-Sec-Positioning-or-Scrolling AImmersive Era (Mom’s Tattoo)
Welcome to a 0.1-Sec-Positioning-or-Scrolling AImmersive Era (Mom’s Tattoo)
Brands have 0.1 sec to lure eyes, which accounts for 80% of all the information entering us—why do businesses neglect the first positioning resource, the Visuals?
I close my eyes to see something that only exists under this condition. It is a three-centimeter tattoo of the letter “O” with a central dot in bruised blue smudged on a porcelain-white arm. This arm belonged to my mother.
Her father was an Italian who used to growl repeatedly, “Porco Dio!” (literally “Pig God!”, a much more offensive and blasphemous curse than “God damn”). He used to kill pigs with a knife. Yet this delicate girl got herself tattooed with a fountain pen on a Brazilian farm in the 1940s/50s.
Tattooing herself despite a father who cursed God by calling Him an animal he used to stab was The Positioning—because of her courage to engrave such a visual statement.
The bridge between that positioning and the current brand’s ones is visuals. As hostage to the screen, today’s positioning logically depends on the most immediate, instantaneous, and immersive agent in this field: Visuals. But paradoxically, many businesses neglect this in an era that we could call AImmersive.
First Impression Within 0.1 Sec
Okay, positioning is a mix of experiences. But one thing is indisputable: positioning starts through visuals, and predominantly on screen. It’s because vision is the dominant evolutionary sense:
> Our eyes concentrate around 70% of all the body’s sensors;
> 40% of the cortex is involved in processing/understanding visual information;
> 80% of all the information comes to us through the eyes;
> We react first to visuals and retain them; 93% of communication is non-verbal;
> Images go straight to long-term memory; words go to short-term one, which retains only about 7 bits.
Concluding these demonstrations: Did you notice I told you I can only see my mother’s tattoo if I close my eyes? Have you noticed you must shut off your eyes when diving into an insight or kiss?
The visual first impression is more imperative than ever today. In the brands’ case, it is/has to be a tattoo on the retina. In terms of instantaneity, indeed, second comes the audio, etc. Even this text you’re reading is, at first impression, visual; only after it is verbal.
But this entire article would only be worth up to two sentences if the online brand didn’t have just 0.1 sec for the first impression.
In other words, this brand tattoo that we call Positioning — defined by masters Kotler, Ries, and Trout as the “position” that a brand engraves in the mind and heart—has just been reconfigured by this new era. Now, more than ever, Positioning is about tattooing the retina.
AImmersive?
Historically, visuals have always been “brand logins”: hieroglyphs for the pharaoh’s positioning; coats of arms for the image of kings, popes, etc.
Then, the pandemic stuck the whole Planet into screens in a Great Immersion, now consolidated by AI. Why did so many people prefer quitting their jobs to returning to presential? The pandemic baby generation, when in school, will likely automatically describe “life” in their homework as half screen, half “outside world.”
This change is strengthened even by narcissism. Observe yourself or someone else on a video call or live: the gaze frequently slides away from the person’s eyes you are talking to… your image/avatar.
TaNoCo Visuals (Table-Notebook-Coffee)
Being practical: The fact that the brand’s login is visual and takes just 0.1 seconds adds requirements. Talented art direction alone is no longer enough to make that brand tattoo a stable first impression.
That is because our gaze was already constantly being hijacked by floods of useless images—until images of death entered the agenda via the pandemic and the trance of war. Each such image trains our gaze to be even more defensively slippery.
That is obvious, but even large corporations overlook it. I am referring to the abuse of standardized images extracted from rich image banks or from standardized AI prompts.
Images like Table-Notebook-Coffee ones—remember?— I call them TaNoCos. Many Medium articles denounce this nonsense. These lazy visuals no longer relate to “illustrating,” which requires creativity. It’s time to realize that visuals have already burst this “illustrative” sphere.
Meanwhile, AI prompts can be an intrinsic chance for positioning.
Being practical: The fact that the brand’s login is visual and takes just 0.1 seconds adds requirements. Talented art direction alone is no longer enough to make that brand tattoo a stable first impression.
That is because our gaze was already constantly being hijacked by floods of useless images—until images of death entered the agenda via the pandemic and the trance of war. Each such image trains our gaze to be even more defensively slippery.
That is obvious, but even large corporations overlook it. I am referring to the abuse of standardized images extracted from rich image banks or from standardized AI prompts.
Images like Table-Notebook-Coffee ones—remember?— I call them TaNoCos. Many Medium articles denounce this nonsense. These lazy visuals no longer relate to “illustrating,” which requires creativity. It’s time to realize that visuals have already burst this “illustrative” sphere.
Meanwhile, AI prompts can be an intrinsic chance for positioning.
‘Sensoric’ Mode: Ships to Asteroids
Result: In an era of exponential offerings, visuals need to be precise, like crewless ships that hunt asteroids, to position brands on a post and trigger a journey. It’s far from easy. It’s not about achieving positioning through extensive campaigns; it’s standard to be more careful in these. It is in the day-to-day post that things catch on.
I’m talking about an attitude rather than a strictly technical how-to. It’s complex. This uncrewed ship must carry emotions in the precise nuances of our most-of-the-time erratic audience—long-tail emotions. This resonates with the brand’s soul – the positioning.
Only one attitude makes this precision possible: positioning in “sensoric” mode (a bit invented word for artifacts that bi-univocally correspond to our senses).
After all, isn’t the crux capturing audience pains and values? Which resource has the power to draw the soul of the brand? The positioning. Now, more than ever, it must impress within 0.1 sec.
But a sensoric—visuals, in this case—will only have a chance within 0.1 sec if positioned-attractive. In a manner that, when someone arrives scrolling right in your post, that aspect fleetingly captured within 0.1 sec exactly vibrates the same frequency desired by that erratic someone.
Talking is easy, but we can at least try. Or are you also on the TaNoCo team?
Pairing Audience in 0.1 Sec: Full Stack Positioner
Some designers’ creativity often exceeds the original voltage of the positioning intangible portion.
That performance reaffirms what I stand for. It will mean that those professionals can imagine positioning via image 😉.
Therefore, Great Immersion on the Screen requires full stack positioners: professionals who simultaneously operate verbal and visual positioning. I state this with the certainty of someone (me) who has training and skills in the text (Journalism [Brazilian Veja, world’s 4th mag]/ Comms) and visuals (Honors by the top Brazilian Visuals school, Panamericana de Artes).
I exemplify it. As Head of Comms consultant for UN/ Brazilian federal Gov Ministry for Women for the 4th National Women’s Conference, I imagined 😉 the “Unlimited Women” positioning.
That imagination generated a no-limits image: a cloud. A purple cloud—that is the historical women’s color. It symbolizes magic, among other things. But what if this unlimited purple cloud resembled menstruation? Well, let’s face it, too. Did we want women without or with limits?
Full stack positioning is crucial because, in today’s brands’ message flood, imagining the positioning—meaning creating the concept and its visuals simultaneously in a single package—is more likely to generate effective sensory positioning than through an analogical “illustration.” Renaissance handled this better 500 years ago—until ultra-specialization exploded.
What does Lure You? TaNoCos or Mailchimp Freaks?
Let’s take an objective test. Compare a TaNoCo (don’t need to exemplify them here) vs. these Mailchimp self-molded freak types. Which one immediately attracts you?
Obviously, the “most unique,” haha, vibe is on Mailchimp. Vibrating at a peculiar frequency may be closer to resonating with each desired audience’s unique vibration.
Let’s try. Message us!
Oh, yes: the “O” on my mother’s tattoo came from her name—”Odete.”
At Immersera, based on my verbal-visual synergy (used to be Comms Head for three Gov Ministers and C.H. consultant for UN-Women), on my certs like on AI (USP and Exame), and on our network’s expertise, we provide consultancy/mentoring on 0.1-Sec-Positioning, positioned content, SEO, branding, websites, cases, and crisis management.
Subscribe
0 Comentários
Newest
