"Which degree of perfection triggers that ‘i-need-that-in-my-face-now’ kind of desire? At which point does it become unrealistic, clinical, or just plain boring?"

Since organized brands were first introduced over 100 years ago alongside industrialism, they have changed their nature and role in society. Brands have When our favorite brands exceed the expectation we have of them, by giving us a surprise, we get more excited and our interest in and loyalty to the brand increases.

It’s nice to see an article admit that everyone offers a competitive salary, benefits, opportunities for growth and flexible working conditions. So what happens next? What happens you have to build an employer brand beyond that?

Weren’t we just talking about branding as a means of solving for cognitive dissonance? Here’s another article on building brands on conflicting desires.

So I’ve really been living in this “employer branding is all about creating desire” thing lately, huh? I hope it’s a useful way for you to look at what you’re building and how it is performing. But be living in this world of “desire,” to be successful, we need to leverage different ideas. For example: Anticipation. By stoking anticipation, you create design, but it turns out you are creating something else: fear. Think about the last time you were prepping for an interview for a job you really wanted: you anticipated the interview, you were excited to share your experience and learn more, but you were scared you’d mess it up. Juggling two contrasting emotions at once will likely be one of the most valuable skills in EB.