{"id":1402,"date":"2023-07-10T16:03:49","date_gmt":"2023-07-10T16:03:49","guid":{"rendered":"https:\/\/illuminated-text.com\/cb\/?p=1402"},"modified":"2024-10-04T14:50:29","modified_gmt":"2024-10-04T14:50:29","slug":"memory-pt-1-stm-ltm","status":"publish","type":"post","link":"https:\/\/illuminated-text.com\/cb\/memory-pt-1-stm-ltm\/","title":{"rendered":"Memory (branding!) pt. 1 (STM & LTM)"},"content":{"rendered":"\n

Do you know what this header picture is? Contrary to popular opinion, memory does not work like these<\/h4>\n\n\n\n

Fair warning: this chapter starts off with a bit of a deep dive into some psychology concepts. Stick with us and it will become clear. We promise (hint: it has to do with brand equity).<\/p>\n\n\n\n

Remember mystery #3<\/h4>\n\n\n\n

“Brand equity?”, we hear you say, “I am a disciple of Grumpy CEO cat, and I have realized that it’s just loyalty plus some pointless psychology stuff” (if you don’t know what this means, go see our intro mysteries<\/a> – it’s quick, and there’s even an alternate video version if you prefer).<\/p>\n\n\n\n

If you are right then the grumpy cat’s plan should work plenty well enough (seriously, don’t be too cool for school, just go read it already<\/a>).<\/p>\n\n\n\n

And of course it will work. Right?<\/p>\n\n\n\n

Obviously<\/strong> there is no point in advertising diapers \/ nappies to most of you, as you are not, and have never been, in the market for them#up.<\/p>\n\n\n

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#down. To those of you who do<\/strong> buy them, let us say a) \"Hello fellow carers\", and b) for purposes of this exercise please put yourself into the head space of our less... delightfully encumbered colleagues (how's that for a euphemism). Please and thank you :)<\/pre>\n<\/div><\/div>\n\n
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\"two
You, today (an artists representation, results may vary)<\/figcaption><\/figure>\n<\/div>\n\n\n
But it may not always be thus. <\/p>\n\n\n\n
The day may come for some of you (but not all!), one way or another (and there are many ways) that you may look a little more like this:<\/p>\n\n\n
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\"A
Not totally dissimilar to a potential future you. Perhaps<\/figcaption><\/figure>\n<\/div>\n\n\n
If and when that day arrives, you will find yourself looking after an adorable little something that routinely emits body fluids without consideration or warning (in the interests of taste, let’s leave it at the fluids). You will want something to catch those fluids other than your lap. So you will go to a shop, and lo, it may look something like this:<\/p>\n\n\n
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\"shop
So many options<\/figcaption><\/figure>\n<\/div>\n\n\n
And you will have to pick one, but which?<\/p>\n\n\n\n
Probably… a brand that you are familiar with#up. A name you have seen advertised many times even though it wasn’t even remotely relevant to you back then, but that stuck somehow in your head, somewhere…<\/p>\n\n\n
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#down. Or you might just pick the cheapest option. This is fine, but not totally risk free... Think for a moment about what nappies do, and what happens if they don't...<\/pre>\n<\/div><\/div>\n\n\n
At this time, all of those ads that Grumpy CEO Cat did not show you will suddenly pay off… but for some other company. And once you’ve bought that brand the first time, you’ll probably keep buying it for the next three or four years. And if you’ve never bought diapers before, let me assure you, that will be buying them over and over, and that adds up to a lot of money… Money that Grumpy CEO Cat won’t be seeing a penny of.<\/p>\n\n\n\n
So maybe it is<\/strong> a good idea to learn all that psychology stuff, after all?<\/p>\n\n\n\n
No?<\/p>\n\n\n\n
Let’s dive in.<\/p>\n\n\n\n
Memory – but for real now<\/h2>\n\n\n\n
Let’s start by finding out how good your memory is. It’s ok, you don’t have to tell anyone, and we already know. Don’t believe us?<\/p>\n\n\n\n
Here’s what we’ll do:<\/p>\n\n\n\n
Inside this accordion box are the names of 20 brands for you to remember. Open it up, read them, then close it. Ready, set, go<\/h5>
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Nokia, Shell, Hitachi, Siemens, UPS, Volkswagen, Nestle, eBay, Ikea, Marlboro, Hyundai, Cisco, 3M, Zara, Goldman Sachs, Gillette, Kellogg’s, Caterpillar, L’Oreal, MasterCard<\/p>\n<\/div><\/div>\n\n\n\n
Good work. Now keep remembering them, while you watch this ad for bottled water:<\/p>\n\n\n\n
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