It's all in the brain - brands and emotional connect

MUMBAI: The human brain consists of 100 billion cells, 100 trillion connections and is by far the most complex organism in the universe. It is the also the place where brands reside. This is the real 'sticky stuff'.

One session of Promax&BDA 2005 saw Graham McCallum, the creative head and founding partner of British television branding company Kemistry, talk about how scientific research is tracking the emotional responses to brands.


He used the example of the Eiffel Tower as a super brand, which could unlock a number of associations about all things French. Like their wine, for instance.

McCallum pointed to a study by Dr Erin Ziedl of California University who tracked brain responses with an MRI scanner. Brand names were recognised by the emotional part of the brain, the right side.

He used a study of Coke to show how strong emotional connect is. A particularly illustrative example was that of the reaction of US soldiers during the Korean war. Coke cans were sent to soldiers at the front. Interestingly these soldiers did not consume the product. They just kept it by their beds or where they could see it simply because it reminded them of home.

McCullum says that it is important for brands to target kids even if they are not directly using them. For instance a car company in the UK came out with an ad targeting boys. After all boys have pester power when it comes to telling their father which car to buy. Also another study shows that one-and-a-half-year-old tots can recognise McDonalds' golden arches. This is not surprising as children are exposed to brands from birth. Even five-year-olds can recognize lots of brands.



McCallum's advice to brand managers - keep to the central brand proposition. One needs to know the key touch points that your product will come into contact with. This includes the phone receptionist speaking to a customer. It is also important to claim ownership. In a cluttered television market a movie channel should send a clear message about the fact that it is airing a particular blockbuster. It is also important to be clear and consistent.

He gave the example of Holland's pubcaster. Kemistry simplified the logos and made them a gateway to everything else when one visits their website. It is also imperative for a brand to do the unexpected. For instance a Canadian television firm Global stuck their logo on apples.

Latest Reads
Vodafone Idea partners with cii techsaksham project for msmes to adapt in the digital age

MUMBAI: Vodafone Idea, in partnership with Confederation of Indian Industry (CII), Ministry of MSMEs and other tech giants like Intel, Dell, HP, WhatsApp, and Banking Partner YES BANK have already initiated an exclusive digital project TECHSAKSHAM- focused on supporting MSMEs in India to become...

MAM Marketing MAM
Mahindra Susten promotes greater sustainability with #CutTheCrap campaign

MUMBAI: India’s leading solar energy company, Mahindra Susten Private Limited, initiated a unique campaign #CutTheCrap to reinforce the importance of reusing and recycling for a sustainable future. The concept behind #CutTheCrap was to talk about waste segregation and its benefits to the...

MAM Marketing MAM
Grasim Industries appoint Srishti Sawhney as President and Global Brand Head, Pulp & Fibre

MUMBAI: Grasim Industries has appointed Srishti Sawhney as the President and Global Brand Head for Pulp & Fibre Business. In her new role, Sawhney’s mandate will be to strengthen and enhance the communication and branding of the ingredient brand Liva. She will also chart out the strategy to...

MAM Marketing MAM
Pantene launches its new #freedomhair campaign, inspiring girls to write their own story

MUMBAI: These are undoubtedly transformative times for young girls around the world, and Indian girls are also fuelling the winds of change. Caught between the ways of a traditional culture - that can get prescriptive on aspects like what they ought to wear, study, whom to marry and even how to...

MAM Marketing MAM
EaseMyTrip Joining Hands with Malaysia Tourism to promote the Destination

MUMBAI:, (EMT) one of the leading players in the Online Travel Aggregators segment, has joined hands with Malaysia Tourism Board to promote the destination amongst Indian tourists and offer customized tour packages for Malaysia at attractive rates. For promoting tourism in Malaysia,...

MAM Marketing MAM
Flying Machine, Dentsu India stretch the limit with new campaign for F-LITE denim

MUMBAI: Dentsu India, the brand solutions agency from Dentsu Aegis Network, has launched a new campaign to introduce Flying Machine’s new product, the F-Lite denim.

MAM Marketing MAM
Manyavar appoints Ranveer Singh as new face of brand

MUMBAI: Indian-wear brand Manyavar has announced the name of Bollywood actor Ranveer Singh as its new brand ambassador. As a part of the association, Ranveer Singh will be seen endorsing the brand’s latest festive collection through a slew of commercials spread across television, digital, and...

MAM Media and Advertising People
Why digital marketing needs a holistic approach

Digital marketing has taken over the traditional methods of interacting with consumers for brands and businesses in an overwhelming manner. This has led to a major shift in the marketing and advertising industry. The concept of digital marketing is not only new and intimidating but also rapidly...

MAM Media and Advertising Digital Agencies
Video hosting, ad distribution, monetisation solutions on one platform: VDO.AI

The world of video is constantly changing and evolving. Brands and platforms are looking for interactive solutions to monetise and distribute their content. The new platform of VDO.AI helps clients to target exactly these aspects from one point.

MAM Digital

Sign up for our Newsletter

subscribe for latest stories