The Harvard Business Review’s Daily Stat summarized some findings from a Journal of Marketing article titled, the Sound of Brands.
A restaurant name containing repetitive sounds puts patrons into a good mood, and they are thus more likely to order chocolate cake for dessert than fruit salad. But the effect vanishes if the name represents too great a departure from linguistic norms: 80% of participants ordered cake when they were asked to imagine they were in a restaurant called Rantifanti, compared with just 30% for Ranthfanth.
The sound of brand names can affect product evaluations. For example, names such as Coca-Cola, Hubba Bubba, Tutti Frutti, Jelly Belly, Kit Kat, Bits & Bites, Lululemon, and Tostitos might elicit positive feelings, especially when the names are spoken aloud.
Exposure to a brand name that has sound repetition in its phonetic structure and is spoken aloud produces positive affect, which favorably affects consumers’ brand evaluations, reactions to cross-selling, and product choice.
We hope you remember this as you work on your next naming and branding project.
BNET recently interviewed David Allen abut 3 Reasons Your To-Do List Keeps Getting Longer.
- Personal organization tools don’t get you organized.
- Technology won’t help, it is making things worse.
- It’s not about managing time, it’s about managing your attention and focus.
So thinking about your customers, how can you help them? Present your information in a way that allows them to give it attention and focus. Direct mail is a great way to do that. The Mail Moment study gave us: “Right now – in a market you want to reach – your ideal prospect is just waiting for the moment. She’s eager to invite you in to see what your message can bring to her life. She’s even willing to set aside time to focus solely on what you have to say.”
Bain & Company published a brief titled “Publishing In The Digital Era” discussing adoption of E-Readers and the future for the publishing industry.
The report shared that most readers still report an attachment to paper, even younger readers born in the digital age. Paper beats digital information for yielding a response. This supports more wow numbers, magazine readership has actually increased 11 percent in the last 12 years. Typical young adults now read more magazine issues per month than their parents.
The Harvard Business Review shared some ideas in a blog post about “How Your Brain Connects the Future to the Past”.
A good memory can help you better navigate the future. In business, anticipating and negotiating future demands is an asset. A proactive brain uses details from past experiences to make analogies with your current surroundings. It then helps you determine where you are and envision future possibilities. We are all born with proactive brains, but these things can help improve brain performance:
- Give it a lot to work with. Create a richer pool of information to draw from. Expose your brain to diverse experiences and situations.
- Borrow from others. Find out as much as you can about others’ experiences by talking, interacting with, and reading about other peoples’ lives.
- Think about what you want from the future. Take time to reflect values and goals, both immediate and down the road. These will help guide your brain as it envisions future scenarios that may best help you achieve your objectives.
- Actively ponder future rewards or accomplishments. Emphasize rich, detailed thinking about long-term outcomes. This reduces the lure (and the danger) of instant gratification.
- Let your mind wander. Undisturbed time gives your brain the space it needs to recall and recombine past experiences in ways that help you anticipate the future.
The idea that letting your mind wander gives it time and space to help you recall and recombine is also supported in research we shared about learning and assimilating new experiences.
The Harvard Business Review in promoting an article for sale titled, The One Thing You Must Get Right When Building a Brand, offered some information to entice readers.
It’s wrong to think we’re entering a world in which traditional marketing activities will become irrelevant. Yet the scale and speed of social media make it urgent to get the branding basics right. The obvious danger is failing to keep pace with social media developments. An equal, less obvious danger is getting distracted by them and losing sight of the fundamentals.
We have a passion for helping you build your brand and your relationships with your customers. Call us for ideas to integrate your marketing and get everything working together.