Brand Science 101
We've known that consumers use their heads when it comes to understanding and identifying with brands. But neurological research by Munich's Ludwig-Maximilians University seems to prove it. The recent findings: Brands with strong recognition, particularly those that are associated with positive emotions, rewards and self-identification make a better connection with consumers. Simply put, they require less brain work than weaker brands. Further, the research indicates that this is true for all types of brands, from tangible consumer products to abstract services.
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Smart brand. Less brain work. (top photo)
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Keep it Simple
When it comes to understanding your brand, you don't need to read an MRI to know that customers either get it or not. Just read the sales ticker. But to really strike a nerve or "synapse", make sure your brand is:
- Simple and easy to understand
- Important and self-identifying
- Involving, aspiring and rewarding
A simple prescription for a successful brand. After all, it shouldn't be brain surgery!
