Is Branding Dead? Ask These Kids.


As a followup to my post, Is Branding Dead? Our Brains Say No, here’s more evidence that advertising-driven branding is alive and well. In this video, neuromarketing expert Martin Lindstrom conducts a series of on-camera experiments with a group of “tweens,” kids 8 to 12 years old:

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It’s evident that these young people have amazing brand awareness, and exhibit a preference for branded products over generic ones. While some of the brand identifications are experiental, like identifying Play-Doh from its smell, many of the others are advertising-driven.

Watching the potency of brand messages at this young age makes it hard to suggest there is any kind of branding malaise or irrelevance.

  1. Scott Brinker says

    Great couple of posts, Roger.

    You actually inspired me to write on post on my blog about this too. There’s no reason why companies shouldn’t opt for “all of the above” — great products, great customer service, and great brand marketing.

    Just because some companies have failed to “live the brand” — and are being rightfully skewered for that in the social media sphere — doesn’t mean that companies who can should throw out all other forms of self-powered marketing.

    Word of mouth is fantastic, especially in our networked age, and should be engendered and inspired every way possible. But to throw out all other marketing channels and vehicles seems a little reckless.

    Thanks for the great examples!

  2. Andrew Pohlmann says

    This video demonstrates two neurological best practices that we continue to see in our testing across various categories:

    1) Occlusion (when the children identified the brands on the chart) – this very powerful technique adds appeal to a creative treatment. The brain loves simple puzzles.

    2) Neurological Iconic Signatures – both the smells and sounds associated with the brands tested in this segment highlight the power of queues generated from the senses. Activating these iconic signatures at the point of purchase has a dramatic impact on purchase behavior.

    Andrew Pohlmann
    Managing Partner
    NeuroFocus, Inc.

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