Brain Waves, Picture Sorts and Branding Moments

This paper describes a method to identify potential branding moments in television commercials. It involves the convergence between two fundamentally different nonverbal moment-by-moment measurement techniques.

Brain Waves, Picture Sorts®, and Branding Moments

Charles YoungCY Research Inc.

The mind of the consumer can be thought of as being continuously engaged in the process of defining the self and orienting it with respect to the outside world. A brand's image is constructed in relationship to the consumer's concept of self. A brand's positioning is determined with reference to the marketing universe of competitors. But, it is the dramatic tension between the inner-directed process of brand image building and the outer-directed process of positioning a product in the marketplace that energizes the yin-yang of advertising creative as...

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