A study by Gavan Fitzsimmons, professor of marketing and psychology at Duke University and published in the April issue of the Journal of Consumer Research, found participants who were primed with an Apple logo - shown the logo for 30 milliseconds so that it was not consciously "seen" - were much more likely to be creative than those primed with an IBM logo. The research purports to prove that brands can subliminally inspire or create certain kinds of feelings in people.
Do we still need research to prove that brands create subconscious feelings, and that feelings motivate behavior? Hmm, perhaps Tiger Woods should be paying Nike.
Posted March 25, 2008
Email this post
TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d8341c684b53ef00e5517160318833
Listed below are links to weblogs that reference How Apple Makes You “Think Different”:
» Brand inspiration from livingbrands
Some nice research turned up by Tom Asacker, showing that people primed with a momentary glimpse of the Apple logo are more creative than those exposed to the IBM logo...who are also less creative than a control sample. All of [Read More]
The comments to this entry are closed.
(Rest assured, we will never provide your email address to anyone. Period.)
RSS feed
Tom on Twitter
@tomasacker
Tom is timely, thought provoking and all about the new brand vision packaged as a Seinfeld stand up. I went to school on his ideas.
Jeff Taylor, Founder, Monster.com and CEO, Eons.
When Tom Asacker writes, I read. Opportunity Screams is the right message for the right time.
Tom Peters
Maybe it's because Apple's logo is a symbol and has curves as opposed to IBM's which is basically letters (although some may argue they letters are symbols too - they pretty much have to be if English is not your native language).
The Apple logo is a concept whereas IBM is a "matter of fact" logo. With that being said the Nike logo is the same as the Apple logo in those regards.
Posted by: linkerjpatrick | March 25, 2008 at 09:23 AM