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The Three Things

51DizBq4bPL._SX331_BO1 204 203 200_-1Destination Marketing has become dizzyingly complex. But, does it need to be?

In his 2010 book, Branding with Brains, Tjaco Walvis suggests that the brain is pre-wired to make its choices based on a three-way algorithm:

1. Relevance. If a destination has relevance to a person's life, dreams and bucket list, it clicks with the dopamine in the brain that says, "yes, more.

2. Coherence. The repetition of a coherent message over years and platforms ensures that the brain can quickly retrieve its memory and interest in the destination.   

3. Participation. The more interactive the destination allows its followers and consumers to be, the more likely that neural brain paths will be paved to ensure future choice.

That's your job this week. Focus.

Just a thought.... 

Bill Geist

Bill GeistBill Geist

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