The Colour of Business

Mar 10 2014 Published by neilgains under sensory branding

When you see a pink ribbon what do you immediately think of? If you’re like me, you will make a connection to the Breast Cancer Awareness campaign, which has made a pink ribbon its own unforgettable icon.

Our visual perception dominates the senses, and colour is the most powerful of our visual sensation, which is why I place it at the top of the sensory hierarchy in the esSense® sensory branding framework presented in Brand esSense.  That’s because colour primes humans like nothing else, not only because of its powerful symbolic value, learned through nature and culture, but also because it can have a direct physical effect on our bodies. Read more »

2 responses so far

Is your Brand using the right Symbols?

Feb 25 2014 Published by neilgains under semiotics

Our world is full of symbols, and we are all surrounded by symbols and signs every hour of every day. Our brains constantly use signs and symbols to access mental shortcuts. These shortcuts allow us to simplify and manage the world in all its complexity. For brands, these shortcuts are important to how customers perceive category and brand identities. Once established, such identities are hard to disrupt. Read more »

No responses yet

30 Ways to Connect with your Customers

Feb 12 2014 Published by neilgains under sensory branding

How does your brand show its true identity? Many brands focus on their visual appearance and most especially their logo, against an already cluttered and over-crowded visual environment. There are huge opportunities in exploring how brands can connect with their customers across other less densely occupied touch points. Read more »

No responses yet

What Marketing Can Learn From Brain Science

Nov 19 2013 Published by neilgains under branding

Many of our intuitions about behaviour are now being confirmed by some of the latest findings in neuroscience and psychology. Although market research is making great strides to incorporate this new understanding of the mind, there is a long way to go. Much marketing and market research practice continues to hold tightly to the belief that decision-making is rational. Which leads to three key questions for marketing:

  1. How important are emotions in advertising?
  2. How do we all really make decisions?
  3. How can we leverage emotional signals in marketing? Read more »

No responses yet

Brand Identity and Signal Detection

Nov 08 2013 Published by neilgains under branding

“Turn up the signal, wipe out the noise” – Peter Gabriel, Signal to Noise

Successful marketing builds the physical and mental availability of a brand. Robert Woodruff, former Chairman of Coca-Cola once said that the brand should be “always within an arms reach of desire”. Coca-Cola does a great job of building physical distribution. How do brands build salience in customers’ minds? The key is to create a rich network of relevant associations with the brand and ensure that the brand’s signal is always heard above the noise of the marketplace. Read more »

2 responses so far

Building Emotional Brand Experiences

Sep 15 2013 Published by neilgains under sensory branding

Recent work by the Institute of Practitioners in Advertising (IPA; Binet & Field, 2012) has reinforced the difficult truth that emotions are key to long-term brand success, outperforming the efficiency and profitability (ROI) of advertising which is rational, and even that which is a combination of rational and emotional (by 2 to 1). Their analysis does support that rational messaging can have strong short-term effects (eg promotional campaigns), but long-term effectiveness is very weak compared with campaigns that create an emotional connection (implicit or explicit) with target customers. Read more »

One response so far

« Prev