We hear a lot about how fast and how much the world is moving. But when brands absorb what they think is consumers’ fascination with the new and shiny and respond to it, reactions can be mixed. The trap for marketers in this is that there are different types of “newness”: the ‘new’ people queue for, talk about, and go mad on social networks over; and the ‘new’ that bewilders, confuses, worries, or even confronts.
Hardly a generation ago, the Rand McNally Atlas was the beloved source for navigation and finding your way around. Then came satellite navigation technology and a host of innovators popped onto the scene. Brands like Garvin and Tom Tom were born and prospered for a minute – then Google maps became ubiquitous on smart phones and consumers quickly forgot GPS devices.
Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. To that end we’re happy to answer your marketing questions. Today we hear from Peter, a partner in a law firm in the Republic of Singapore who writes…
I think it’s healthy for there to be a direct relationship between memory and frequency for a brand. The more often a customer comes into contact with your brand, the more consistent the memory needs to be.
We’re much more susceptible to the power of suggestion than many of us might like to think – at least that was my take-away from more reading from Time: this time on how brands use buying suggestions to entice us to buy more than we might otherwise.
