Brand Loyalty is in our brains
The Power of a Brand
According to doctors “A smell can bring on a flood of memories, influence people's moods and even affect their work performance. Because the olfactory bulb is part of the brain's limbic system, an area so closely associated with memory and feeling it's sometimes called the "emotional brain," smell can call up memories and powerful responses almost instantaneously.” When it comes to branding, sometimes seeing, smelling, touching, and even tasting a product can automatically trigger our brains to correlate that product to a company. What we mean is this, certain brands have become so powerful that they can be recognized anywhere in the world. According to a recent study, the most recognized logos in the world are- Mickey Mouse Ears, Nike’s check sign, The Sidney Opera House, and Apple.
Of course these companies have spent billions of dollars to achieve this recognition. But that’s not all they spent this fort Knox load of money on, what they were hoping to achieve was ‘brand-loyalty’ or what we at Deuce 42 like to call it, “Brand-Brain”. How does Brand-Brain work? Well its simple, it’s the automatic correlation of a product to a brand. Take a look at this little study we just did on you. Using the picture of the lady talking on the cellphone, the two women running, and then a picture of the hotel. If you manage to look past the pictures go back and look at them. Without thinking twice ask yourself the following questions.
When you saw the picture of the two ladies running, what company came to mind?
When you saw the woman talking on the cellphone what type of phone came to mind?
Were you able to recognize that hotel?
The photos shown were all generic products besides the hotel Atlantis in Nassau, Bahamas. But the idea was just to get people to see how effective branding can be. In a video on the About Us page, the late great Steve Jobs talks about marketing and advertising. He goes into talking about how some companies spend millions trying to force a product by talking about the product onto the consumers while others focus on something else. This is one of my personal favorite videos about marketing because as a consumer then turn marketing executive, I was able to see what Steve Jobs was talking about. I’ve always been a fan of Apple because of the way they market their products. They don’t spend 30 seconds of a TV commercial bashing the competition, nor do they try to sell you their products by providing you with a long list of features, prices, and “you have to have this phone because” strategies. Instead they [Apple] shows other people from all walks of life using their products enjoying their products and end by showing their logo. From a surface level it seems like a simple commercial and one can look at it and think “what did I learn about this product?”. The truth is, majority of cellphone users nowadays really don’t care about most features in a phone. Apple realized that discussing 1,000 features of a phone; that would lose the audience’s attention by the fourth listed feature, was better off showcasing the product by humanizing it.
This very important tool is marketing, which is the strategic and tactical way of turning audiences into customers. Once a company obtains a customer it is now up to the product to maintain the customer and find that ever so important brand-loyalty.
Companies can lose millions with ineffective marketing as well as poor product performance. Small businesses can close up shop quicker than an employee clocking out at 4:59 by the same practices of ineffective marketing and poor product performance. Some companies have got it right; those would be your most famous brands today. Some small businesses have turned into some of those very same companies or have dominated their [Small business] local market. The key to avoiding the loss of ineffective marketing is all about understanding. Once you understand your product and your market, you’ll be able to understand how to sell it. Of course if you are a small business owner or a CEO of a major corporation, your focus is on sales, a healthy workforce, etc. You may not know the ins and outs of strategic marketing.
That’s fine, that is why agencies like Deuce 42 Marketing are here, to guide businesses in the right direction, to consult with their products, to positively affect their sales, and to develop their brand. Our hands on approach to marketing your company will not only drive your business in the right direction, but we will also teach you how to market your own business and help you to understand how to advertise your product. So that if and when our contract is up and we part ways with having success from both sides, we will take from you the satisfaction of your success, and you will take from us an increase in sales, a higher customer retention, and the knowledge from which we taught you throughout the whole process