As anyone who has had to manage the presence of a brand logo at an event thanks to a sponsorship possibly knows, brands live in a kind of obsession with their logo appearing more and better and bigger and bigger. They want their brand name to be everywhere and that the consumer cannot escape it no matter how hard they try. Something similar will have experienced, on occasions, those who are in charge of campaigning for brands.

The managers of the companies want the brand name to be repeated over and over again in the Bosnia and Herzegovina Phone Number List advertisements, to appear on all possible occasions, just as they want it to appear again and again in the other marketing tools they use. In content marketing, for example, they expect the brand name to become the protagonist of what they are writing and publishing, even when it is about exactly something else.

The truth is that those who recommended taking the issue with a certain moderation and those who told the brand that it should moderate the presence of its name a little and the use and abuse of its logo were quite right. Neuroscience has just given them the weighty argument they needed and has just legitimized their ideas. Despite all that it may seem, being subtle works better than being overly obvious when it comes to brand name positioning.

A study by Neuro Insight has compared how consumers (and their brains) respond to various advertisements, in which brand presence varies. The study participants had to watch three commercials / videos on the same topic (they were videos of a comedian telling jokes). In the first video, the background of the stage was neutral, in the second a McDonald’s logo appeared in a photo and in the third a much more subtle stylized logo appeared.

After viewing, consumers had to answer certain questions about the brand. Did they prefer McDonald’s or did they prefer their ‘arch nemesis’ Burger King? The first achieved much better results when the participant had seen the video in which the presence of the brand was there, but it was subtle. That is, what works for consumers, what unites them to a brand is not so much the repeated and obvious message but rather the more subtle and less aggressive messages.

Play with the subtle to achieve the objectives
And this is very important when creating a strategy, as those responsible for the study remember. Brands have their big ads, their massive messages and big time, but they must complete this with messages that are much less aggressive and much less obvious since, they assure, that is what will help to create memories, for the brand to really settle. in the memory of the consumer. These subtle messages work as a kind of reminder that makes the consumer end up recording that idea, that name or that logo in their mind and, therefore, that they end up remembering the brand and its messages.

This is also not the first study to point in this direction. Another previous study noted that even in television commercials, subtle messages work better than aggressive ones. Subtle advertising has 17% more recall than advertising that goes ‘hard’ with the brand. This happens because these ads tend to have a more careful narrative and, therefore, a more memorable story.

Another piece of information provided by this study is that it is much more difficult for consumers to remember those ads that provide scientific information and data than those that feature real people and in which messages of humor or emotions are given.

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