For many product categories, a brand’s products leave a deep, indelible imprint on the mind. I call it ‘physique’, drawing upon similar usage in the literature . It is a powerful stamp, often a defining one for some brands, more so than its logo or name. Its power comes from our automatic, helpless response to it, which precedes any formal or rational thinking. The idea is introduced more fully in my previous post . Since physique is defining for some brands, it can be…
Tag: car
Physique Part 3: Three Escapes from the Grip of Physique
Physique is ‘the mental imprint of a brand’s physical image, as a sensory perception”. Its power comes from its automatic nature, which escapes formal or rational thinking. It’s related to the primacy effect, psycho-speak for the power of first impressions. Once imprinted, it decides whether we ‘accept’ products that don’t fit the ‘physiqual’ mould. If… Continue reading Physique Part 3: Three Escapes from the Grip of Physique