The Advertised Mind

Brand equity is the sum of all feelings associations and memories related to the brand

Just as with all things we experience, exposure to a brand will trigger all its related feelings, associations and memories to create an initial emotional response that then shapes our more considered reaction. The origin of these associations does not matter - it can be nostalgia created by childhood experiences, antipathy based on who we see using the brand, or simply a positive reaction to the look of the product. All of these things have the potential to shape our more rational consideration of a purchase.

Click on the highlights below to find out more:

• Emotion is critical to advertising because it is critical to all human thought
• Emotion is critical to advertising because it helps determine the depth of processing that takes place
• Depth of processing and repetition combine to establish new memories and feelings about a brand
• Brand equity is the sum of all feelings associations and memories related to the brand
• Brand memories are stored in a way that resembles an untidy overstocked cupboard
• Advertising contributes directly towards a brand’s equity
• Advertising response is the combined effect of creative and media planning
• There is no ‘one size fits all’ media strategy that can meet different advertising needs
• The emotional response to brands and ads can be researched
• The first response is the truest response