Harnessing Consumer Instinct: Beyond Functionality and Price

In the digital age, societal phenomena travel at the speed of light. Take the recent ‘Barbenheimer’ trend that exploded after two Hollywood blockbusters, ‘Barbie’ and ‘Oppenheimer’, were released. Celebrities championed the simultaneous viewing of these films, underscoring our deeply emotional and immersive relationship with cinema.

But this engagement isn’t restricted to films alone. Brand consultant David Acker, in his ‘Brand Theory’, illustrated a fascinating experiment: participants, subconsciously exposed to Apple and IBM logos, were asked to devise innovative ways to use building blocks. Those exposed to the Apple logo consistently outperformed in creativity compared to their IBM counterparts. It’s akin to leaving a mafia movie and momentarily feeling a part of that cinematic world. The takeaway? Consumer behavior extends beyond mere functionality and price.

Take for example the intriguing campaign by JA Miyazaki Economic Federation on the Yamanote Line. Their poster, highlighting world heritage sites like Mount Fuji, Ayers Rock, pyramids, and the Grand Canyon, evokes a majestic aura. But there’s a twist. Upon closer inspection, these images…