Thursday, September 28, 2006

Pick a brand, any brand

First brand that comes to mind.

This is my favourite question to ask people if they say they are not affected by advertising.

My other favourite is to ask them to name three chocolate bars.

Top of mind advertising, usually through a combination of frequency and talk power, keeps things tip of the tongue in terms of awareness, recognition and recall.

But when it comes to emotional connections with brands, we are talking about a different story.

People want to own their favourite brands, so there has to be a bit of them inside it, be in class, edge or in the case the spirit of atheleticism, postivitism and fair play,