Never would have thunk it when first meeting me hey? The tough exterior with the chains hanging off me, Ed Hardy branded on every inch of my body, with my Ecko cap on backwards and the gold circle sticker still intact while I claim it was me who started that trend. For those who haven't met me, I kid, I kid.
Speaking of the gold sticker, what's with that anyways? Some sort of brand identity thing? I had this roommate once, and as you can probably tell by the description of my "tough exterior," I was referring to him. One time I had enough of the gold sticker mocking me every time he walked by me. So I tried to take it off saying "Dude, I'm not going out tonight with you if you don't take that sticker off!" He responded with "It's my thing yo!" Yes, he said yo, that's how ghetto of a white boy he was; to which I responded "If you think your 'thing' is on the top of your head, you got serious navigation issues." He wasn't the brightest bulb in the tanning bed to say the least.
Anyways, back to the point. Emotions run deep in our culture and even more so we as consumers are so used to brands tapping into our hedonistic side. Many are not even aware that our emotions are being manipulated and instinctively we buy into what makes us happy.
Take nostalgia for instance. I can honestly say that certain tastes, or sounds, colours or jingles trigger some sort of emotional response from my past. Chamomile tea with milk for instance tastes exactly like the candy cane short bread cookies my Auntie Juanita and I used to make in Saskatchewan when I was little. Then I think about how she used to call me Mr.Twister from the Take Part television series because of course, you guessed it, I was a bit crazy.
But how do companies utilize this useful subconscious response?