Brand Seduction

1. Brands exist as unconscious associations in consumers' minds

We see what we expect to see and taste what we expect to taste

Brands are mental networks. Our brains store brands as interconnected webs of associations, most of which exist below conscious awareness. These associations shape our perceptions and gut feelings toward brands, often more powerfully than conscious brand attributes. For example, the Ketel One vodka brand was associated with bold masculinity, even though drinkers couldn't articulate why. The bottle design, name, and other subtle cues created this unconscious brand image.

Expectations shape reality. Research shows that factors like price, packaging, and brand name can actually alter our physical experience of products. In wine tasting studies, the same wine was rated better when presented as more expensive. Our brains use prior experiences and expectations to fill in gaps in perception, meaning brands can influence the very reality we experience.

Key components of unconscious brand associations:

• Visual elements (logo, packaging, colors)
• Sounds (jingles, product sounds)
• Tactile sensations
• Emotions and feelings evoked
• Personalities and characters associated
• Cultural references and contexts

2. The brain processes much information unconsciously, influencing decisions

Our conscious experience is a small part of what the brain does, and it's a slave to everything that works beneath it.

The unconscious mind dominates. Neuroscience research suggests that up to 90% of brain activity occurs below conscious awareness. This "mental underworld" constantly processes information from our environment, shapes our perceptions, and guides our behavior - all without our conscious mind realizing it. For marketers, this means that subtle, unconscious brand cues can be more influential than overt messaging.

Automatic processing shapes choices. Our brains use mental shortcuts and "gut feelings" to make most decisions quickly and efficiently. Studies show that factors like random numbers, unrelated words, or background music can unconsciously influence our choices. Even for major purchases like homes, emotional and unconscious factors often override logical considerations. Marketers should focus on shaping these unconscious influences rather than relying solely on rational persuasion.

Ways the unconscious mind influences decisions:

• Priming effects from related concepts
• Emotional associations and somatic markers
• Mental shortcuts (heuristics) for quick judgments
• Implicit learning from repeated exposures
• Non-verbal cues like body language

3. Attention and memory work differently than we assume

We don't just see something, we see what it means to us.

Attention is multi-layered. While we consciously focus on one thing at a time, our unconscious mind constantly monitors our environment. This allows us to hear our name in a noisy room or notice potential dangers. For marketers, this means brand messages can still have an impact even without full conscious attention. Low-involvement processing allows brand associations to form even when consumers aren't actively engaging with ads.

Memory is reconstructive. Our brains don't store memories like files in a cabinet. Instead, memories are reconstructed each time we recall them, influenced by our current context and expectations. This makes our memories more malleable than we realize. For brands, this means early experiences and emotional associations can shape how consumers remember and perceive products over time.

Key insights about attention and memory:

• Implicit learning occurs without conscious awareness
• Memories are influenced by current context when recalled
• Low-attention exposures can still build brand associations
• Visual/sensory cues are processed faster than verbal ones
• Emotional memories tend to be strongest and most durable

4. Emotions play a crucial role in decision-making and brand perceptions

We are not thinking machines. We are feeling machines that think.

Emotions guide choices. Neuroscience research shows that emotions are integral to decision-making, not opposed to rationality as traditionally thought. Patients with damage to emotional centers of the brain struggle to make even simple choices. For consumers, emotional "somatic markers" create gut feelings that guide purchase decisions, often more powerfully than logical reasoning.

Feelings over facts. While marketers often focus on communicating product features or benefits, consumers are more influenced by the overall feeling a brand evokes. Successful brands like Apple rarely tout specific features, instead cultivating an emotional brand image of creativity and innovation. Even in B2B contexts, emotional factors often override purely rational considerations in purchasing decisions.

Ways emotions influence brand perceptions:

• Create intuitive "gut feelings" toward brands
• Shape how we interpret product information
• Determine which brands enter our consideration set
• Influence post-purchase satisfaction and loyalty
• Drive word-of-mouth recommendations

5. Traditional brand models ignore the power of unconscious associations

A lot gets lost in translation.

Beyond conscious positioning. Most brand frameworks focus on articulating a clear, rational brand position or promise. While important, this ignores the rich web of unconscious associations that truly define how consumers relate to brands. Traditional models reduce brands to simplistic statements, losing the nuanced emotional and sensory dimensions that drive consumer choice.

Embracing complexity. Brands exist in consumers' minds as messy, multifaceted networks of associations - more like a person's personality than a positioning statement. Effective brand building requires mapping and cultivating this full spectrum of conscious and unconscious brand elements. This allows brands to create deeper, more authentic connections with consumers.

Limitations of traditional brand models:

• Over-emphasize rational brand attributes
• Ignore unconscious emotional associations
• Reduce brands to overly simplistic statements
• Focus on verbal articulation vs. non-verbal cues
• Assume consumers can explain their brand preferences

6. The Brand Fantasy model captures a brand's unconscious essence

Brands are not singular concepts that exist as discrete items on their own in the mind. They are one node in a huge web of interconnected associations, ideas, feelings, and so on.

Holistic brand representation. The Brand Fantasy model aims to capture the full spectrum of conscious and unconscious brand associations. This includes rational attributes, emotional benefits, personality traits, sensory cues, cultural references, and abstract feelings evoked by the brand. By mapping this rich brand world, marketers can more effectively cultivate the intangible "essence" that truly defines consumer perceptions.

Tools for articulation. While inherently complex, the Brand Fantasy can be articulated through several key elements:

• Core words: 3-5 words capturing the brand's essence
• Fantasy network: Mind map of key brand associations
• Multidimensional mood board: Visual/sensory brand representation
• Trigger: Shorthand phrase encapsulating the full Fantasy

By combining verbal and non-verbal elements, this approach provides a more complete and nuanced brand articulation than traditional models.

7. All brand touchpoints contribute to building the Brand Fantasy

Everything you do as a company is branding. Everything.

Holistic brand building. Every interaction a consumer has with a brand shapes their unconscious perceptions and associations. This goes far beyond traditional marketing, encompassing product design, customer service, retail environments, corporate culture, and more. Smart brands like Zappos and Virgin create consistent experiences across all touchpoints to reinforce their desired brand image.

Details matter. Seemingly small elements like product naming, packaging design, price positioning, and distribution channels all contribute to shaping the Brand Fantasy. For example, the name "Cascade" for dish detergent evokes associations of clean, fresh water - subtly reinforcing the brand's core benefit. Marketers must consider how every aspect of the brand experience ladders up to the overall brand image they want to create.

Key brand touchpoints to consider:

• Product design and user experience
• Visual identity (logo, colors, typography)
• Tone of voice in communications
• Customer service interactions
• Retail/digital environments
• Corporate culture and employee behavior
• Pricing strategy
• Distribution channels

8. Advertising works by shaping unconscious brand associations

All advertising is subliminal.

Beyond conscious messaging. While marketers often focus on communicating clear brand messages, the unconscious associations created by advertising are often more impactful. Elements like music, visuals, tone, and context shape brand perceptions even when consumers pay little conscious attention to ads. The Cadbury gorilla commercial created positive brand associations through its quirky, joyful tone despite having no overt product message.

Meta-communication matters. How a message is conveyed is often more important than the explicit content. Factors like casting, cinematography, music, and graphic design create a holistic brand feeling that consumers absorb unconsciously. Smart brands focus as much on crafting this "meta-communication" as on the rational message content. Apple's minimalist product-focused ads, for instance, reinforce the brand's image of elegant simplicity.

Key elements of advertising meta-communication:

• Visual style and art direction
• Music and sound design
• Casting and performances
• Tone of voice
• Pacing and energy
• Cultural references and context

9. Market research should tap into consumers' unconscious feelings

We must be very careful when listening to consumers. We must look past just the words they say.

Beyond explicit feedback. Traditional market research relies heavily on consumers' conscious opinions and stated preferences. However, people often struggle to articulate or even recognize the true drivers of their brand perceptions and choices. Effective research must go beyond surface-level responses to uncover the unconscious associations and emotions shaping consumer behavior.

Techniques for probing the unconscious. Several research approaches can help reveal consumers' deeper brand associations:

• Projective techniques like image sorting and brand personification
• Implicit association tests measuring reaction times to brand-related concepts
• Observational research examining non-verbal cues and behaviors
• Neuroscience methods like fMRI and biometric measurement

By combining multiple techniques and looking beyond literal responses, researchers can build a more complete picture of how brands truly live in consumers' minds.

10. Innovation should strengthen a brand's core associations

Innovation can be anything, as long as it strengthens your Brand's Fantasy

Brand-aligned innovation. New products and brand extensions should reinforce and deepen a brand's core associations rather than diluting them. While conventional wisdom often advises brands to "stick to their lane," looking at innovation through the lens of the Brand Fantasy allows for more creative expansion. For example, Toms expanding from shoes to coffee makes sense when viewed as an extension of their core association with social good.

Unconscious consistency. Successful innovations maintain unconscious brand coherence even when entering new categories. Apple's expansion beyond computers works because all their products share a consistent personality and design ethos that reinforces the brand's core associations. When considering innovations, marketers should evaluate how they fit with and strengthen the full spectrum of conscious and unconscious brand perceptions.

Keys to brand-aligned innovation:

• Identify core conscious and unconscious brand associations
• Evaluate how new offerings reinforce these associations
• Maintain consistent brand personality across categories
• Look for white space that fits the brand's emotional territory
• Consider how innovations expand brand meaning over time

Last updated: October 12, 2024