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July 18, 2008

Brand Naming is 60 Milliseconds?

"Even 60 milliseconds of exposure to a brand name" can affect a person's "shopping goals," which says volumes about how quickly we recognize brand naming and product naming as we go about our daily lives.

The authors of a recent article suggests that "this provides the first evidence that such brands can automatically activate purchase goals in individuals and that these behavior can influence consumers' product preferences without their awareness or conscious intent."

What is especially interesting is how one brand name like Walmart, for instance, affects the choices we make in regard to other brand names.

If I am going out to buy a microwave, even seeing the Walmart sign (but not going there) might encourage me to buy a lower priced, bargain brand name.

gatorade.pngMatthew Hudson at Psychology Today has concluded that "Advertising is Magic" and extrapolates from this, as others have, that seeing a brand name like Apple might prompt our creativity, while seeing the North Face logo might push us up the stairs faster.

He points to a paper that claimed that people viewed an endurance activity as a "positive challenge" upon seeing a Gatorade bottle in front of them. That's right, after just seeing it.

The way brand naming works on our subconscious is a subject that has been thoroughly studied, but this new research seems to suggest that we are easily affected by the brand naming that surrounds us all whether we are aware of it or not, and that one brand may actually affect the sales of another.

If one thing is for sure, it's that good brand naming has an immediate and visceral affect on consumers, and their capacity to absorb thousands of these a day seems confirmed.

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Posted by William Lozito at July 18, 2008 7:59 AM
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