articles Flashcards
(20 cards)
the shape of logo
Brand logo is powerful
Round shapes = soft
Angular = logical, durable
Sensory Branding
Brands that appeal to multiple senses will be more successful than brands that only focus on one or two
Singapore Airlines - same perfume used in towels, on flight attendants, etc. must pass appearance criteria
“Smash your brand”- able to identify brand even if all elements are not there
Only 2% of fortune 500 companies have considered using smell
Smell the Love
Scent air is a company who works with companies to find smells that work with their brands
Use for large companies and troops
Mindless Eating
Consumption norms are determined by our environment
Larger portion sizes = over eating
Over-weight people = external cues - at the end of the tv show or
Normal weight people = internal cues - no longer hungry/does not taste good
Can Low Fat Nutrition Labels Lead to Obesity
Low fat labels = over eating
Providing serving sizes reduces over-eating
How the human brain experiences brand
Brand’s identity is analyzed in less than half a second
Visual - shape recognition - visual mapping - memory matching
Clash of interdependence and independence
Women = interdependent (weak, groups, relly on others)
men= independent (confident)
Could be reason for gender inequality
extended self
who you associate yourself with
digital self
who you perceive yourself as on the internet
my adidas
unique/outliers
Social life of small urban spaces
People gather in places that have the most seating Interactive seating Denser area get denser Men take front rows and women take rear People move chairs
Spaghetti Sauce
People do not know what they want
Give them something that is more expensive - to give them something they aspire to
Plain, spicy, extra chunky
Mindless eating
People are more likely to enjoy the wine and food if they are told it is from Cali vs N. Dakota
If people serve themselves, they put more on their plate
If we believe it is more healthy, we overeat
Memory Reconstruction
Memory is not reliable
Titus was pulled over and looked like a man who looked like a man who raped a girl earlier on in the day
The victim said he looked similar in a line up
He was convicted of rape - was not guilty
False memories - our memories are reconstructed (wikipedia page)
Can plant false memories
Surprising science of memories
Happiness can be synthesized
Change views of world to make them feel better about themselves
Body Language shapes who you are
Our minds change our bodies
Our bodies change our minds
Power stances
Riddle of experience vs memory
Being happy with your life and being happy about your life
Remembering self - storyteller (memory) - makes decisions
Experiencing self
Killing us Softly
Women’s portrayal in media
Want to be “nothing” - jean sizes, posture
Attire
Marshmallow
All kids who did not eat the marshmallow became successful
Self control
ROI/ROE
ROI- masures return on advertisements, not relevant, ads more personalized, roi squared= awareness of the ad and sales, awareness + engagement + brand equiy different factors of engagement
