We have no memory of brands that don't play an integral part in the storyline of a program. Coke and Cingular are interwoven with contestants/judges (American Idol) lives and their day to day, where Ford is "just" commercials. We have no emotional engagement with it.
Mirror Neurons - they fire when an action is performed and also when that same action is being observed. When we watch someone do something active our brains fire up as if we are performing these activities ourselves. Its as if seeing and doing are one in the same.
Its unfortunate irony that as a result of government bans, tobacco companies have fast forwarded into the future and moved into alternative media, methods, and mediums as a way to drive their business. In effect, cigarette companies were forced to develop a whole new set of skills.
Rituals help us form emotional connections with brands and products. They make the things we buy memorable.
The mere suggestion that a sweater had been worn by a killer makes people shy away. We ascribe similar power to objects such as a lucky coin, wedding rings, and so on.
Collecting something gives children a sense of mastery, completion, and control; while at the same time raising their self esteem, elevating their status, and just maybe compensating for earlier years of difficulty.
Every religion has ten common pillars underlying its foundations:
- a sense of belonging
- a clear vision
- power over enemies
- sensory appeal
- storytelling
- grandeur
-evangelism
- symbols
- mystery
- rituals
So do major successful brands: Apple, Disney, Nike, McDonalds
Somatic Markers: cognitive shortcuts, bookmarks in the brain. Since they are typically associations between two incompatible elements, they are far more memorable and lasting than other associations we form throughout our lives. Which is why advertisers aim to create surprising or shocking associations between two wildly disparate things.
Fear...spreads faster than anything else.
Sensory Branding: smell and sound are substantially more potent than anyone had ever dreamed of.
Controversy - even more than sex - sells.
Sex in advertising is all about fulfillment; about planting dreams inside consumers' brains.
When fear based advertising plays less on our generalized anxieties and more on our insecurities about ourselves, it can be one of the most persuasive and memorable types of advertising out there.
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