Brain Over Brand

(source: www.npr.org)

The following link that I've attached is about the seductive power of brands and how our minds can increase or lessen a product's value when its associated with a particular brand. For instance, the first example in this radio clip is that of Coca-Cola. What is so great about it? Why is it superior to other brands of cola? In this talk, Guy Raz discusses this very topic with four very interesting guests.

TED Radio Hour : Brain Over Brand

Though the talk is hour long, I strongly encourage all advertising students and enthusiasts to listen to it. Although if you can't spare the whole hour, I would recommend the last section, entitled "Whats the difference between real and perceived value?" with Roy Sutherland, the vice chairman of Ogilvy and Mather in the United Kingdom. He brings up many insightful comments, not just on advertising, but on many peculiarities of consumer behavior surrounding products and services ranging from trains to even toilet paper. Sutherland provides a unique perspective that give the listener a real glimpse into the psychological significance of advertising.

(photo source: Coca-Cola.com)

In conclusion, I think I can safely say that I believe in the fact that advertising has the power to make a product become synonymous with particular feeling. Take for example, Coca-Cola. Has decades of branding influenced how our brain actually experiences the taste? Think about every Coke commercial you've seen. There is never a lack of cheerful music, sunshine, happiness, and Coca-Cola-induced smiles and laughter. Did you ever laugh with joy simply because you were drinking cola? No! That would be ridiculous and maybe a bit psychotic. Yet we still enjoy and praise those advertisements without a second thought. More importantly, none of us would ever enjoy choosing RC Cola over Coca-Cola. When we open a Coke, have our minds really been conditioned to believe that we are actually 'opening happiness'? I know it sounds crazy but when you think about it, you may actually find it quite alarming to discover that you never realized the significant difference between real and perceived value. Discussions like those in this TED Radio Hour are true  intellectual contributions to the world of advertising. It will surprise you and hopefully make you aware of the surprising power of a brand.