The Power of the Subconscious in Marketing Implicit Association Testing (“IAT”) is relatively new in marketing research. Merriam-Webster’s dictionary defines “implicit” as “capable of being understood from something else though unexpressed” or “present but not consciously held or recognized.” Subconscious, in other words. The term “subconscious,” however, evokes a sense of mystery, existing beyond… Continue reading A Marketer’s Guide to Implicit Associations
Tag: Brand Strategy
Crafting Hallmark Brands: How to Transform Your Brand into Natural Language
Have you ever wondered why certain brands effortlessly embody a category, seamlessly weaving themselves into everyday conversations, while others struggle to make a lasting impression? Let’s explore this phenomenon through the lens of brand associations and emotions. Consider the following scenarios: Version A: Generic Categories “Every morning, I get up, slip into my sneakers and… Continue reading Crafting Hallmark Brands: How to Transform Your Brand into Natural Language