Fear, which is controlled by a part of the brain called the amygdala, can also elicit feelings of greater connection with a brand. A study from the University of British Columbia’s Sauder School of Business found that when faced with fear, the presence of a brand comforts people and helps them cope.
Posts Tagged ‘brands’
Brent Smart, CEO of Saatchi & Saatchi New York, believes that advertising is all about moving brands beyond reason and into culture. What does that mean? You must be ICONIC. A company may have recognizable brand assets, but for Brent, what really makes you iconic is how you use them.
Type: Insights & Ideas | 1,955 views
The meaning of stories is unique and personal to each individual. How people interpret stories is affected by factors such as age, previous events and experiences, and cultural context. A well-told story is good, but selecting the best place and time can make it great.
Type: Articles & Papers | 1,017 views
Should Consumers Be in Love With Brands? An Investigation Into the Influence That Specific Consumer-Brand Relationships Have on the Quality of the Bonds That Consumers Develop With Brands
What will influence consumer loyalty when a brand is experiencing tough times? Helen Nobre of Nova University of Lisbon finds that Intimacy is the key to lasting relationships.
Type: News & Media | 1,224 views
Hans Villarica from ‘The Atlantic’ interviews Susan Fournier, Associate Professor in Marketing and Dean’s Research Fellow at Boston University, on her seminal research on brand relationship theory and why it’s not just a metaphor.
Type: Articles & Papers | 1,242 views
This paper highlights the implications for brand managers of intimate consumer-brand relationships, and explores the effects of different types of relationships on consumers’ satisfaction levels.
Type: Insights & Ideas | 3,593 views
When consumers adopt a brand name and use it to refer to all products within its category, a brand becomes a genericized term and risks losing trademark over its name. How does a company keep its hard earned brand equity when its name becomes the top-of-mind term for a product category?
Type: Insights & Ideas | 2,347 views
Cause marketing is a way that brands can create Intimacy with consumers and engage people in its values and social network. It’s an opportunity for many brands to humanize themselves and display characteristics of authenticity, commitment and empathy. Overtime, a brand or product may even become a purchaser’s first choice due to its affiliation with a cause.
Type: Articles & Papers | 1,437 views
This article looks at how “emotional brand values need to be communicated effectively both within the organisation as well as externally through the industrial sales force” in order for B2B businesses to connect emotionally with customers. A model is proposed.
Type: Articles & Papers | 1,514 views
This article finds that “product scent is more effective than ambient scent at enhancing memory for product information. The results suggest that, although ambient scent has received the bulk of attention from researchers and managers in recent years, greater focus on product scent is warranted.”
Type: Articles & Papers | 1,236 views
This paper addresses how neuroscientific approaches, like fMRI, enable the investigation of brand-related and economic behavior amongst consumers. One example it provides is how viewing logos of luxury brands activate “brain activity associated with self-centered cognitions.”
Type: Insights & Ideas | 2,812 views
Storytelling has been long known to be an effective tool to engage and connect with people. To give you a sense of some innovative approaches in storytelling, here is a selection of methods used by brands in different markets to extend the reach, participation and emotional connection they have with consumers.
Type: Insights & Ideas | 2,942 views
A brand must deliver on Performance, Trust and Reputation in addition to the more creative elements of Mystery, Sensuality and Intimacy if it is to develop lasting and meaningful relationships with consumers. Without Respect, a brand is just a Fad or Commodity on the Love / Respect Axis.
Type: Insights & Ideas | 4,037 views
Do expensive wines really taste better? According to a study (2008) by the California Institute of Technology and Stanford University, wine tastes better if people think it’s expensive. Hugh Johnson, a wine writer for The Sunday Times said that the same type of reaction is common for people viewing designer label clothing.
Type: Articles & Papers | 1,735 views
Can Brands Make Us Happy? A Research Framework for the Study of Brands and Their Effects on Happiness
Brands permeate consumer culture. Yet, despite their ubiquitous presence, one of the societally most relevant and fundamental questions of brand existence remains among the most difficult to capture: Can brands make us happy?