The Iconist

Book excerpt: Winner of the 2019 O.W.L. Outstanding Works of Literature Award Why do we immediately recognize art by Van Gogh and Warhol? What does Beethoven share with Rage Against the Machine and Madonna? What makes us remember the words of Churchill and King (and Domino's Pizza, for that matter)? With the rise of digital media and advertising, a constant barrage of information makes it nearly impossible to be seen and heard. In The Iconist, branding and design strategist Jamie Mustard shows you how individuals, organizations, and brands can break through the noise. The secret to standing out lies in creating content that the desired audience will "lock" onto and remember with little effort—simple, bold ideas that can be immediately understood. The Iconist reveals a set of primal laws in human society that explain why some things stand out and endure in the mind, while others are rejected. Blending relevant examples from history and pop culture with cutting-edge psychology, Mustard explores why certain things stick and others fade from memory—and gives you an owner's manual to make any idea, product, or service stand out and be remembered. Forget relying on luck or trial-and-error: Mastering this process will enable you, no matter your field or endeavor, to confidently craft messages that resonate with your target audience through simple, fool-proof methods. For businesses, marketers, teachers, advertisers, artists—from thought leaders to anyone trying to write a resume—The Iconist shows how to grab and hold attention. Fair warning, though: This book will change the way you view your audience . . . and the entire world around you.