The Unconscious Side of Things
By Maggie Wright
Neuroscience is proving that most of our decisions are made unconsciously. It is like we "sleep-
In short, we lead two separate lives. One is our daily conscious life. And the other is more like a symbolic life. It is run by symbols and semi-
Drawing this back to branding, the consumer has conscious thought and 'rational reason' for using a product or service. I believe that the consumer also unconsciously holds symbolic representations of the product or service. Along with these unconscious symbolic representations, the consumer also has certain semi-
In other words, when the brand's message taps into BOTH the rational reasons and the semi-
Let's go back to the toothpaste example. As I stated in my earlier BLOG, the simple concept of having white teeth means different things to different consumers.
Again, some may feel that having white teeth makes them feel sexy...
others may consciously and unconsciously associate it with feeling competent, powerful and strong...
while still others may associate it with feeling squeaky clean and healthy... and still others may have even other associations.
Let's assume that Brand X's target consumers emotionally associate white teeth with being an outward "marker" or sign to show others that they are super-
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