Part 2: Seven new rules for evaluating brands and their communication by Robert Heath, Icon Brand Navigation
In last month's Admap1 I re-examined low-involvement processing in the light of recent thinking in cognitive neuroscience. I came to the following conclusions:
- Because consumers regard most reputable brands as performing similarly, they do not regard learning about brands as very important. Brand decisions tend to be made intuitively rather than rationally, and most advertising is processed at very low attention levels, using low-involvement processing.
- Low-involvement processing uses very little working memory, which means it tends to store everything as it is recorded, as an association with the brand. These simple associations, instinctively stored every time we see an ad, can exert a powerful influence on intuitive brand decisions.