This blog provides practical information on brand research, strategy and positioning. It also covers brand equity measurement, brand architecture, brand extension and other brand management and marketing topics.
Friday, November 14, 2014
A person’s preconceived notion or expectation can alter his
subsequent experience. Recall the Pepsi vs. Coca-Cola challenge in which more
people preferred Pepsi in a blind taste test but more people preferred
Coca-Cola in the taste test when the brand was identified.Subsequent to the original taste test, a
group of neuroscientists conducted their own blind and non-blind taste tests of
Coca-Cola and Pepsi. What did they find? They found that when the name of the
brand was revealed a different part of the brain was activated causing a
variation in the results. Also, consider how Conservative Republicans interpret
the same behavior or event differently than Liberal Democrats do. Both examples
are the result of preconceived notions or expectations.In his book, Predictably Irrational, Dan Ariely cites numerous examples of this
biased view of the world that is difficult for anyone to escape. The lesson for
marketers is that by linking the brand to positive associations prior to the
actual brand experience, it will enhance the experience itself. Robert Graham
embroiders “Knowledge Wisdom Truth” into every article of its clothing so that
people who are familiar with the brand will subconsciously link these noble
qualities to their product purchase and usage experiences, enhancing them
(c) 2014 by Brad VanAuken
Excerpted from Brand Aid, second edition, to be published in December.
Source: Dan Ariely, Predictably
Irrational (New York: HarperCollins, 2008), pp. 155-172.