When I think of evocative brand names - Pandora, Hotwire, Apple, Gateway, Tesla, Amazon, Uber, AXE - or when I think of evocative advertising imagery, from the cigarette ads of yesteryear (Marlboro) to today's pharmaceutical ads (Lunesta), it makes me think of how important signaling a state of mind is. This led me to inventory different states of mind that people seek or to which they aspire. Here is the list I compiled (in no particular order):
- Tranquility/serenity
- Freedom
- Expansiveness
- Effortlessness
- Anger
- Rebellion
- Discovery
- Delight
- Naughtiness
- Playfulness
- Complete letting go
- Uninhibited
- Letting off steam
- Complete control
- Adulation
- Debauchery
- Animal magnetism
- Unbridled bliss
- Sexual release
- Lightness
- Belonging
- Complete acceptance
- A sense of being home
- Longing
- Nostalgia
- Venturing into the unknown
- Testing the outer limits of achievement
- Taking risks, living on the edge
- Flirting with danger or mortality
- Instigating drama
- Feeling completely safe and secure
- Melancholy
- Tantalizing the senses
- Surrounded by beauty
- Complete comfort
- Complete luxury
- Complete indulgence
- To be completely satiated
- In the chase
- Striving
- Living completely in the moment
- Flow state
My point with this is that brands, through names, identity systems, advertising and other imagery can tap into and evoke these deeply sought after states of mind ... and that will sell products.
No comments:
Post a Comment