I like to keep up with the branding world for obvious reasons, which is why I tuned into the Today Show a while back to see the author of the latest book on the topic, titled Brandwashed. According to author Martin Lindstrom, who also wrote a book on neuromarketing called Buyology, brands are literally taking over our lives, from birth to death.
Martin Lindstrom is reporting from inside the belly of the beast, because he is a well-recognized branding expert who has worked on some of the sneakiest cases of brandwashing. He points out that by their third birthday, American children can recognize an average of one hundred logos. They tend to view these brands as friends, because children have not yet developed the natural suspicion that adults have. Studies have found that McDonalds can sell carrot sticks to children—that’s right, vegetables. Any dummy can sell crispy, salty French fries, but selling raw vegetables to toddlers requires some serious marketing power, as any parent can recognize.
Lindstrom points out the places where marketing is sincere and the places where it lies. One example he gives is Whole Foods. When you enter one of these markets, you walk past fresh-cut flowers, water fixtures and hand-chalked signs. These things subconsciously signal freshness to your brain. This is not dishonest at all, but as you go deeper into the store there are aspects that have been placed there to trick you. In the produce area, there is often a stack of old-fashioned boxes. This gives the impression that the fruit has been picked and transported in the traditional manner, which is what we want to believe. In fact, that stack of boxes is one single piece, which has been manufactured by Whole Foods and placed in every produce department in every store. Now, that is sneaky.
One good thing about new methods of branding is when it is used to give customers what they really want. For instance, when Calvin Klein developed the Euphoria perfume, they used focus groups. The women were dabbed with the cologne and asked to close their eyes and tell a story. The company kept tweaking the cologne until it produced the desired emotions. That is not customer manipulation, but rather giving the customer exactly what he or she wants.
How can a small business compete against this wave of branding? It is growing increasingly difficult, because customers are developing blinders—they are learning to overlook traditional branding simply because it is so ubiquitous. However, there are a few ways that you can overcome this. The most obvious is to market your business with integrity. Modern consumers have a finely tuned BS-meter. If you are unique, honest and authentic in your branding and logo design, you will stand out.
No legitimate logo designer or branding consultant will tell you to lie to your customers. I am completely against any deceptive behavior. I believe that branding should be about showing what makes your company and products unique, and putting your best foot forward. Customers can sense the difference between the real thing and a fake. Make sure your logo design and brand represent you completely, and you will have a chance in a brandwashed world.
