Science and Branding
Well, many are skeptical, especially "left-brained" scientific and engineering types that "branding" and the power of branding has scientific evidence. Well, in an article on BrandChannel we can read about scientific evidence from the science of neuro-imaging, specifically, "a non-invasive technique called functional magnetic resonance imaging (fMRI), the scans reveal which parts of the brain are active in real time".
The article "The Science of Branding" by Edwin Colyer looks at the evidence using Pepsi versus Coke.
What do you think?
Real or imagined, imaged or hoax?
Gene A. Wright
posted by Gene A. Wright @ 2:21 PM
4 Comments:
Wow! Why does everything have to be so deep and complicated. What ever happened to the old adage, "Keep It Simple Stupid"? Why can't companies develop their brand based on just being a decent company...by making quality products, being socially responsible, and giving back to the community? It seems to me that companies using the fMRI just don't get it and are going to sink millions into this research when they could be using it to do something good in the world and gaining the respect and loyalty of consumers.
I agree with Jen. Why are we using the fMRI to find out what soda people prefer to drink shouldn't we use it to better someone's life.
Did this study just prove what the study with the lines did? The study I am talking about is the one where three people (two plants one experimentee)are in the room and given a sheet of paper with three lines of differing lengths on it. They are then asked which is the longest line and many people went along with the other two planted people and gave an obviously wrong answer because the other two people did.
I think it is interesting that it proved branding worked and people chose the poorer tasting drink. The author's comment of which do you trust the fMRI results or the person's word.
Companies spend millions of dollars developing their brand. They want customers to recognize and associate their brands with good experience (like Quality is Job 1) and product history. The information that acquired during customer life through experience and different marketing channels plays a focal rule in developing the intrinsic sense of the product’s brand. This information may transform into memorable image. The company's branding includes logo, color schemes, domain name, motto or tag line, etc are important to build that image with identity. As a result the dominant images drive the individual sense toward that product.
I agree with Ghaith in that the information will help companies focus their efforts on the aspect that gives the favorable impression, thereby maximizing profits. Just like the article said, is it the red can, or the curvy logo, or the hard consonants? You need to pinpoint what the successful aspects of the brand are so you can retain that when you inevitably change.
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