there is an interesting paradox in the way we do branding: working with emotions, yet expecting linear results. what is good for your brand to adopt in this circumstance?
even digitally, our senses can be engaged. some brands protect characteristics like strategic sounds or visuals, like the pshit of a bottle opening or the jingle of ice cubes.
imagine George Lucas’ Star Wars without its soundtrack by John Williams or with different sound effects… not really the same mood.
Ever heard the saying “sex sells”? What about “sexy”? Have a look at some Coca Cola ads…