Chapter four: Interrupt the Pattern
Interrupting the pattern is the first step to unconscious branding. The mind leads the brains to action working through a process of recognized patterns. Shifting people’s attention and behaviors, requires doing something that disrupts the norm.
Perception allows humans to see with their brain. It is an ongoing effort between expectations and incoming sensory data. When thing people observe fit thier expectations, they become unconscious to, requiring no effort. Thus, the brains work on a case-by-case basis. Awareness occurs only when experience violates expectations. The brain arranges information into familiar pattern to construe reality. Constructive perception allows the brain to fill in blinding gaps …show more content…
These campaigns require little budget, yet garners tones of brand awareness and emotional benefits. I would apply this concept to a Trojan campaign. Trojan is a brand of condoms that largely targets males, of course. Teenage pregnancy has always been among the greatest social issues in America society- for girls. Advertisement, media and even educators shift the conversation towards women. Trojan marketers can use this as an opportunity to not only relate the issue and consequences to young males, but market their product in a way that triggers …show more content…
Teens would then pass along facts about teenage pregnancy and how it has affected their lives, while offering condoms. This tactic is not only surprising because it commands attention to the peculiar sight of pregnant men, but it draws associations to a very real concern, which increased the chance that prospects will act. If effective, the idea of preventing teenage pregnancy will be tied to the brand. The experience will also be memorable and personable because it moves away from standards and utilizes real people to tell real stories. Again, teenage pregnancy is more often than not, topic-heavy toward women. This is an opportunity for Trojan to not only shift the conversation toward young men, but also show that they are not in the business of just selling condoms; but securing the future of young men. This is the memorable piece that consumers take with them. By adding an element of surprise, Trojan marketers could draw attention to a serious issue, and tie the association of “preventing teenage pregnancy” to the brand. This will also move the brand beyond its functionality by showing consumers that ultimately, the condoms lead to a safer, better
Interrupting the pattern is the first step to unconscious branding. The mind leads the brains to action working through a process of recognized patterns. Shifting people’s attention and behaviors, requires doing something that disrupts the norm.
Perception allows humans to see with their brain. It is an ongoing effort between expectations and incoming sensory data. When thing people observe fit thier expectations, they become unconscious to, requiring no effort. Thus, the brains work on a case-by-case basis. Awareness occurs only when experience violates expectations. The brain arranges information into familiar pattern to construe reality. Constructive perception allows the brain to fill in blinding gaps …show more content…
These campaigns require little budget, yet garners tones of brand awareness and emotional benefits. I would apply this concept to a Trojan campaign. Trojan is a brand of condoms that largely targets males, of course. Teenage pregnancy has always been among the greatest social issues in America society- for girls. Advertisement, media and even educators shift the conversation towards women. Trojan marketers can use this as an opportunity to not only relate the issue and consequences to young males, but market their product in a way that triggers …show more content…
Teens would then pass along facts about teenage pregnancy and how it has affected their lives, while offering condoms. This tactic is not only surprising because it commands attention to the peculiar sight of pregnant men, but it draws associations to a very real concern, which increased the chance that prospects will act. If effective, the idea of preventing teenage pregnancy will be tied to the brand. The experience will also be memorable and personable because it moves away from standards and utilizes real people to tell real stories. Again, teenage pregnancy is more often than not, topic-heavy toward women. This is an opportunity for Trojan to not only shift the conversation toward young men, but also show that they are not in the business of just selling condoms; but securing the future of young men. This is the memorable piece that consumers take with them. By adding an element of surprise, Trojan marketers could draw attention to a serious issue, and tie the association of “preventing teenage pregnancy” to the brand. This will also move the brand beyond its functionality by showing consumers that ultimately, the condoms lead to a safer, better