Category Archives: Branding

October 25, 2010

Authenticity? Just do it.

Hiding behind hollow messaging is just another attempt at control In my last post, I wondered whether Gap’s terrible new logo was not a misstep but rather a brilliantly fabricated authenticity moment: it allowed the company to appear responsive to its customers by quickly reverting to its iconic blue box (btw, neuroscience may help explain why [...]
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October 22, 2010

Neuroscience Minds the Gap

NewScientist has a wonderful article that reflects on the failed Gap logo from a neuroscience perspective. Check it out.
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October 4, 2010

Ritual’s Surprising Stealth

Sometimes the sideshow is the main attraction What is it about your product or service that’s most important to your customers? Are you sure about that? Among the interesting stuff packed into The Buying Brain, a new book by NeuroFocus CEO Dr. A. K. Pradeep, is a study of yogurt consumption. You might well think that the best [...]
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August 15, 2010

On Price and Perception

The very real value of branding As prices goes down, demand goes up. That’s the usual economic formula. We all want more for less, right? Buy one, get one free! But in the case of “Veblen goods” (named after economist Thorstein Veblen), demand goes up as prices increase. Why? A high-priced item is often a high-status item.
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