Martin Lindstrom is a fascinating individual, he did a seven million dollar marketing study on the brain and wrote a book about it; Buy-ology: The Truth and Lies About Why We Buy. I encourage you to read it but what got me thinking was a recent podcast put on by Duct Tape Marketing’s John Jantsch. Talking with Mr. Lindstrom, they simplified it down to semantic markers. Lindstrom says, “Semantic markers are like a slap on the chin” in a negative or positive way. Our subconscious makes most of the decisions for us so brands should be trying to create these subtle markers in our minds. Lindstrom goes on to say that small companies should be taking advantage of semantic markers to get a lot of value out of the marketing effort with very little effort.
So how do you create a semantic marker in someone’s mind? By going to extreme’s and doing something completely unexpected but so memorable it is embedded in our minds. Remember how good Burger Baron’s billboards were? They were different and were actually funny that they stuck out in our minds, you’d chuckle to yourself when you thought of Burger Baron.
How about the Roughrider’s Watermelon heads? Continue Reading