It is becoming increasingly common for brands and products to use nonsensical words. Brand managers need to recognize that these words convey non-semantic meanings through sound symbolism and other attributes. Sound symbolism can influence our perceptions, sensory experiences and emotional engagement.
The evolution of a brand is different from its growth. It is an insight that leads to the commercial survival of the fittest brands.
Brands that engage consumers are meaningfully positioned in culture. Understanding culture is a crucial part of brand positioning and strategy. We offer 5 tips for aligning your brand with culture.
What are the psychological benefits of dogs and cats? How is this ‘pet effect’ solving our well-being deficits: mentally, physically and socially. Is there a shadow to this relationship?
In recent years, our relationships with pets have changed radically. What is behind the rise of the fur family? Could it be marketing and advertising? We discuss some insights and implications of this shift.
We are hardwired from birth, to think with an anthropomorphic bias. We understand and relate to the world from a human perspective. We project human qualities and behavour onto living and inanimate objects without thinking. We evolved this capacity and now popular culture, films and marketing reflect back anthropomorphic designs and characters. What aren’t we seeing under the influence of this bias?
How did cute aesthetics become so popular around the world? The cute aesthetics have spread across most cultures, and they have become mainstream. Also, this aesthetic has continued to evolve, and now can be found in nearly every category. Examining the reasons behind this trend sheds light on how it could develop in the future
In social communication, the human face plays an important semiotic role. Our minds are hard wired to recognize it. New technologies are changing the way the human face is perceived and interacted with. This creates new challenges and opportunities for design, marketing, and advertising.
A colour strategy is a key aspect of branding: facilitating semiotic differentiation, navigation, comprehension, and engagement.
The key to brand engagement is emotional engagement, and colours evoke emotions. Colour is away of emotionally communicating across borders, we discuss some considerations.