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Brands live within us as well

Posted on July 18th, 2008

The study done by Duke University found subjects that were flashed subliminally a logo had a different visceral reaction in later tests. When they were asked to do tasks later after being subliminally flashed a logo, their answers were more creative when flashed the Apple logo versus the IBM logo.

This is a fascinating look into the psyche of what we look to achieve with a strong brand. This is because the brand persona does not live within a company, but lives within its customers and those that interact with that brand.

That is why Volvo would never do it because they are a car company, if they ever sold a Volvo car seat, you don’t even need to think about it- you know it would be safe. Because that is what they are all about and we as a consumer, viscerally identify with that message.