Brand engagement

February 16, 2014

Add the positive associations the subjects had with Coca Cola – its history, logo, color, design, and fragrance; their own childhood memories of Coke, Coke’s TV and print ads over the years, the sheer, inarguable, inexorable, ineluctable, emotional Coke-ness of the brand – neat back their rational, natural preference for the taste of Pepsi. Why? Because emotions are the way in which our brains encode things of value, and a brand that engages us emotionally -think Apple, Harley-Davidson, and L’Oreal, just for starters- will win every single time.

Martin Lindstrom: Buyology p.26/27

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