Brand Behavior

Posted by on April 11, 2008

Innoblog reports on a study by Gavan J. Fitzsimmons of Duke¹s Fuqua School of Business in which he found that even subliminal exposure to brands may cause individuals to act in accordance with the traits that accompany those brands. Participants who were exposed to the Apple logo during the experiment, for example, generated more creative results than those exposed to the IBM logo.

As Innoblog notes, "Viewed through a 'jobs-to-be-done' lens, this research may have a significant impact on the products with which consumers choose to surround themselves on a daily basis. Imagine using Nike or Under Armor not just because the clothes are functional or comfortable, but because they
have the sort of brand association that addresses emotional and mental jobs like 'keep me focused' or 'motivate me to exercise.' What potential power for marketers and consumers!"

What message does your city brand send?