- Yabs.io Search (in tags:health_communication,branding)urn:uuid:{112733D9-4996-3DEE-7235-6D46D93967C9}2024-03-28T09:40:37ZFrontiers | What's in and what's out in branding? A novel articulation effect for brand names14891532024-01-07T11:55:47ZZWe constructed brand names for diverse products with consonantal stricture spots either from the front to the rear of the mouth, thus inwards (e.g., BODIKA), or from the rear to the front, thus outwards (e.g., KODIBA). These muscle dynamics resemble the oral kinematics during either ingestion (inwards), which feels positive, or expectoration (outwards), which feels negative. In 7 experiments (total N = 1261), participants liked products with inward names more than products with outward names (Experiment 1), reported higher purchase intentions (Experiment 2), and higher willingness-to-pay (Experiments 3a–3c, 4, 5), with the price gain amounting to 4–13% of the average estimated product value.167weinreichMy Cheat Sheet Gallery - Marketing and copywriting cheat sheets - The Creative Marketer14888972023-12-21T18:38:25ZZ167weinreichThe art of brand strategy and how to get it right9645072021-12-20T14:35:57ZZLess is more
As we look for ways to build memories and cement pre-disposition in consumers’ minds, coherence and clarity remain significant enablers across touchpoints and over time. Using Kantar’s Link database, we investigated the percentage of people who play back each of the key messages in ads that have 1, 2 or 3+ messages.
One message in an ad has much more impact than multiple
One message in an ad has much more impact than multiple
Source: Kantar Link database, US TV ads
The findings were a clear plea for simplicity. Too many messages can dilute communication as our brains can only really think about 3-4 things at once. So, in essence, the more messages an ad attempts to communicate, the lower the likelihood any single message will be communicated strongly. And although the results are somewhat varied by type of ad - TV or static - and by market, there was consensus that to successfully communicate a product benefit, we need to keep it simple and avoid too many messages. This is advertising 101 really, but with the rise of digital, it got lost in some places.167weinreichTwisted Carrots and Dynamite Beets: How Words Change Perceptions | Breaking Muscle4383702020-11-29T15:57:27ZZThey found that the indulgent label resulted in the highest consumption. It was chosen 25% more than the basic label, 35% more than with h healthy positive label, and 41% more than the health restrictive label. Veggie consumption increased significantly as well—16% more than the basic label, 23% more than the healthy positive label, and 33% more than the healthy restrictive label.167weinreichNew Metaphors | Imaginaries Lab | Carnegie Mellon University2721452019-12-01T16:40:00ZZThrough a series of workshops in 2017–18, we’ve been exploring a process for generating new kinds of metaphors, and then using those metaphors to inspire concepts for new kinds of interface design which could potentially help people understand things in different ways.
The intention of the workshops is that the process might be something designers can use or adapt for idea generation, or to provoke new kinds of thinking about interface design. The extent to which the metaphors merely provide initial ‘seed’ inspiration, or actually form the basis of the resulting design, varies.
Download the New Metaphors cards, v.0.3 (February 2018) — 129 MB PDF, 300 dpi
Download a poster/leaflet from Interaction 18 including thumbnails of all the cards, and a shortened version of this article — 2 MB PDF
Download templates / worksheets — 400 kB PDF167weinreichAttractive names of meals for healthier diets of children – B.BIAS Blog2669722019-10-03T07:34:52ZZDiscarding classical solutions such as information campaigns, it offers a much simpler alternative: make the healthy options more tempting.
How? By changing their names. Several research teams in the US have tried this strategy in various school canteens and they found that making the names “seductive”, catchy or funny can induce children to eat healthier.167weinreichUse Behavioral Economics to Craft the Perfect Brain-Friendly Tagline in 4 Simple Steps | Inc.com2658962019-07-30T20:13:35ZZ167weinreich5 ways to change the narrative from fear to hope | Bond2533412019-06-11T20:29:26ZZ167weinreichA Guide to Hope-Based Communications | OpenGlobalRights2533402019-06-11T20:27:40Z2020-04-23T03:26:24ZAlso see author's org: https://www.hope-based.com/
5 shifts:
1) Fear to hope
2) Against to for
3) Problem to solution
4) Threat to opportunity
5) Victims to heroes167weinreichAre Your Messages Repeatable & Retweetable?2517042019-05-22T15:11:59ZZ167weinreichRenaming (and Rethinking) Obesity | Food | US News761352017-06-21T20:50:40ZZ167weinreichWhat Makes Slogans Work - Business Insider774982014-06-27T20:56:00ZZ167weinreichSalami, Siu Mei and Social Marketing - Stephan Dahl's Blog786332010-11-15T08:21:46ZZ167weinreichHow to brand a disease -- and sell a cure - CNN.com786892010-10-11T17:02:14ZZ167weinreich25 Metaphors Nonprofits Can Use To Get Their Messages Across (E-Book) | Nonprofit Marketing Guide787672010-09-14T20:46:40ZZ167weinreich