{"id":1404,"date":"2023-06-29T12:25:42","date_gmt":"2023-06-29T12:25:42","guid":{"rendered":"https:\/\/illuminated-text.com\/cb\/?p=1404"},"modified":"2023-12-06T14:14:39","modified_gmt":"2023-12-06T14:14:39","slug":"intro-to-memory-and-perception","status":"publish","type":"post","link":"https:\/\/illuminated-text.com\/cb\/intro-to-memory-and-perception\/","title":{"rendered":"Intro to Memory and Perception"},"content":{"rendered":"\n<h2 class=\"wp-block-heading has-text-align-center\">So you think you know marketing?<\/h2>\n\n\n\n<h3 class=\"wp-block-heading has-text-align-center\">Mystery solving time<\/h3>\n\n\n\n<h3 class=\"wp-block-heading\">Mystery the first:<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Why do people buy this red can?<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"265\" height=\"294\" src=\"https:\/\/illuminated-text.com\/cb\/wp-content\/uploads\/sites\/2\/2023\/06\/coke-and-pepsi-minus-one.jpg\" alt=\"Several red cans of Coca-Cola Classic on a white wire shelf\" class=\"wp-image-1413\"\/><figcaption class=\"wp-element-caption\">Coke<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Maybe you said: &#8220;Because they are thirsty&#8221;. That&#8217;s a pretty good answer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But riddle me this, then: Why do they buy the red can when <strong>this other one<\/strong> is on the shelf right next to it?<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"467\" height=\"297\" src=\"https:\/\/illuminated-text.com\/cb\/wp-content\/uploads\/sites\/2\/2023\/06\/coke-and-pepsi.jpg\" alt=\"The same as the last picture with the coke cans, except zoomed out to reveal some blue Pepsi cans next to them\" class=\"wp-image-1414\" srcset=\"https:\/\/illuminated-text.com\/cb\/wp-content\/uploads\/sites\/2\/2023\/06\/coke-and-pepsi.jpg 467w, https:\/\/illuminated-text.com\/cb\/wp-content\/uploads\/sites\/2\/2023\/06\/coke-and-pepsi-300x191.jpg 300w\" sizes=\"auto, (max-width: 467px) 100vw, 467px\" \/><figcaption class=\"wp-element-caption\">One drink that will stop thirst, and another drink that will also stop thirst<br><\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">So how now, eh? Why the RED one?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Have I stumped you? No? You have more answers? Oh good.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><a href=\"https:\/\/express.adobe.com\/slate-web\/preview-0916f406.html?locale=en-US&amp;localeStringsPath=%2Fslate-web%2Fpage-react%2Fassets%2Flocales%2Fen-US-fb756ce4.json#challenge-the-first\"><\/a>Time to put you on the record then#up<\/h4>\n\n\n<div class=\"brxe-div footnote_anchor\"><div class=\"brxe-div footnote_shifter\">\n<pre class=\"wp-block-verse\">#down. Your own private record though, just for you<\/pre>\n<\/div><\/div>\n\n\n<p class=\"wp-block-paragraph\">Here&#8217;s what I want you to do. Find something to write on (a notebook, a post it note, your computer, etc), and complete the following sentence: <\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">People buy the red can because&#8230;<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Then save your file, or fold your paper in half, and put it somewhere safe.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I&#8217;m serious, really do this. For real. Right now. Go, get your writing materials. I&#8217;ll wait.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Then we&#8217;ll check back at the end of this chapter, and see if your answer is the same as mine. Deal? Deal.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a href=\"https:\/\/express.adobe.com\/slate-web\/preview-0916f406.html?locale=en-US&amp;localeStringsPath=%2Fslate-web%2Fpage-react%2Fassets%2Flocales%2Fen-US-fb756ce4.json#challenge-the-second\"><\/a>Mystery the Second:<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Watch this advert:<\/p>\n\n\n\n<div style=\"position:relative; width:100%; padding-top:56.25%; padding-bottom:40px;\"><iframe src=\"https:\/\/www.ispot.tv\/share\/7icN\" style=\"position:absolute; top:0; right:0; left:0; bottom:0; width:100%; height:100%;\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Seen it?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Good. Now: What is it trying to persuade you of?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Write that down on the back of your bit of paper too.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">(what, are you too cool for school or something? I know nobody is watching you right now, but what would your mother say? <strong>Go write it down.<\/strong> No, don&#8217;t try and remember. Don&#8217;t nod and think &#8220;yeah yeah, academics are weird&#8221;#up. GO GET THAT PIECE OF PAPER. RIGHT NOW).<\/p>\n\n\n<div class=\"brxe-div footnote_anchor\"><div class=\"brxe-div footnote_shifter\">\n<pre class=\"wp-block-verse\">#down. I mean, we are weird but that isn't letting you off the hook here!<\/pre>\n<\/div><\/div>\n\n\n<p class=\"wp-block-paragraph\">There, was that so hard? Thank you.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Mystery the third:<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">If you prefer you can watch this one in video form, or you can read it:<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"CB Wk 03 it 01 brand equity\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/QD8Ed6f-pmk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><figcaption class=\"wp-element-caption\">Watch or read, it&#8217;s up to you:<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"brand_equity\">To explain this mystery I first have to tell you about one of (probably) the two most famous theories of consumer brand equity. <a rel=\"noreferrer noopener\" href=\"https:\/\/d1wqtxts1xzle7.cloudfront.net\/38484934\/s_-_Brand_equity_model_by_Aaker_EN_-libre.pdf?1439694739=&amp;response-content-disposition=inline%3B+filename%3DAakers_Brand_Equity_model.pdf&amp;Expires=1688035786&amp;Signature=F66n12Hb76RoUOcsbHtn9P98kaZnHFj-lgwkIw8gYxiO4e8zyZkHoZ~Ub~Bn7kY3MwFm3dbrpoKfuWTTkAIX6QuS2eQrau-5GiXYEfHD2HxkOKsbes9F4kyI~bZ1y9iBKRd-7tjIGj-NVeddFjuCmjRuaHf1zfvL1Ke0hHlWH3ytkl~hNaxLzHhkTeriZezGcVIaGHgP11sZ0QQIGrYVIb68HFU37rx1Gfy~IZipfPdUrwn66M6YB6OocHhF3-w96Wt55f5UBf7YEyeF12Udtc~bYeidBYO-letLgcZIAkjG1R-avOTKHVbUCS8cI~irMGGjHARkX247L0jc9twdqg__&amp;Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA\" data-type=\"URL\" data-id=\"https:\/\/d1wqtxts1xzle7.cloudfront.net\/38484934\/s_-_Brand_equity_model_by_Aaker_EN_-libre.pdf?1439694739=&amp;response-content-disposition=inline%3B+filename%3DAakers_Brand_Equity_model.pdf&amp;Expires=1688035786&amp;Signature=F66n12Hb76RoUOcsbHtn9P98kaZnHFj-lgwkIw8gYxiO4e8zyZkHoZ~Ub~Bn7kY3MwFm3dbrpoKfuWTTkAIX6QuS2eQrau-5GiXYEfHD2HxkOKsbes9F4kyI~bZ1y9iBKRd-7tjIGj-NVeddFjuCmjRuaHf1zfvL1Ke0hHlWH3ytkl~hNaxLzHhkTeriZezGcVIaGHgP11sZ0QQIGrYVIb68HFU37rx1Gfy~IZipfPdUrwn66M6YB6OocHhF3-w96Wt55f5UBf7YEyeF12Udtc~bYeidBYO-letLgcZIAkjG1R-avOTKHVbUCS8cI~irMGGjHARkX247L0jc9twdqg__&amp;Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA\" target=\"_blank\">David Aaker&#8217;s theory says<\/a> it has four#up main components <span class=\"zp-InText-zp-ID--4193465-65P34IPU-_-4193465-N6XJEGKW--wp1404 zp-InText-Citation loading\" rel=\"{ 'pages': 'np', 'items': '{4193465:65P34IPU},{4193465:N6XJEGKW}', 'format': '(%a%, %d%, %p%)', 'brackets': '', 'etal': '', 'separator': '', 'and': '' }\"><\/span>.<\/p>\n\n\n<div class=\"brxe-div footnote_anchor\"><div class=\"brxe-div footnote_shifter\">\n<pre class=\"wp-block-verse\">#down. Actually it says there are five; it also includes \"other proprietary assets\", by which it means things like patents and airline landing slots. But we aren't including them in this CB book because they exist less in the minds of consumers, and more in the realm of legal enforecement and B2B power relationships<\/pre>\n<\/div><\/div>\n\n\n<ol class=\"wp-block-list\">\n<li>Brand loyalty\n<ul class=\"wp-block-list\">\n<li>Do you have a lot of people who like buying it? <\/li>\n\n\n\n<li>You might think that having brand equity is what makes you loyal to a product, so really loyalty is what happens after you already have equity. But David Aaker would argue that if you aren&#8217;t measuring brand loyalty then you don&#8217;t know much about a thing&#8217;s brand equity, and a) that makes a fair bit of sense (especially given that humans are messy creatures, who are sometimes loyal to things for no discernable reason), and b) it&#8217;s his model and that&#8217;s where he put it<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Perceived quality\n<ul class=\"wp-block-list\">\n<li>Do people think your product works well at whatever it is supposed to do? So does it taste good? Clean well? Help you understand CB really well? Other? <\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Brand awareness\n<ul class=\"wp-block-list\">\n<li>How much have people heard of your product, do they know its name and what it looks like, is it something they think of easily (in marketing speak, is it &#8220;top of mind&#8221;)?<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Brand associations\n<ul class=\"wp-block-list\">\n<li>What comes to mind when they think of your brand? Hopefully good things. We&#8217;ll unpack this more later<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n<h4 class=\"wp-block-heading\">Got that? Now on to the mystery<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Our mystery here is posed by one of the greatest marketing thinkers of all time#up: Grumpy CEO Cat.<\/p>\n\n\n<div class=\"brxe-div footnote_anchor\"><div class=\"brxe-div footnote_shifter\">\n<pre class=\"wp-block-verse\">#down. And by \"greatest marketing thinkers of all time\" I mean \"an amusing internet meme\"<\/pre>\n<\/div><\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"274\" height=\"416\" src=\"https:\/\/illuminated-text.com\/cb\/wp-content\/uploads\/sites\/2\/2023\/06\/grumpy-CEO-cat.jpg\" alt=\"An image of 'grumpy cat' of internet meme fame, looking unhappy. The caption printed on it says &quot;CAREER OBJECTIVE: Become CEO, then fire everyone&quot;\" class=\"wp-image-1418\" srcset=\"https:\/\/illuminated-text.com\/cb\/wp-content\/uploads\/sites\/2\/2023\/06\/grumpy-CEO-cat.jpg 274w, https:\/\/illuminated-text.com\/cb\/wp-content\/uploads\/sites\/2\/2023\/06\/grumpy-CEO-cat-198x300.jpg 198w\" sizes=\"auto, (max-width: 274px) 100vw, 274px\" \/><figcaption class=\"wp-element-caption\">I can&#8217;t find a link to the original source, and I wish I could, to give credit<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Grumpy CEO Cat has a simple modification to Aaker&#8217;s model:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Brand loyalty<\/li>\n\n\n\n<li><s>Perceived quality<\/s><\/li>\n\n\n\n<li><s>Brand awareness<\/s><\/li>\n\n\n\n<li><s>Brand associations<\/s><\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;Listen&#8221;, says Grumpy CEO Cat, &#8220;I don&#8217;t care about all that dumb soft psychology stuff. Boo hoo, brand awareness, blech! I don&#8217;t care what my dumb consumers think. Like me, hate me, whatever, I don&#8217;t care. I just want to sell stuff. Sales, sales, sales! And firing everybody, also.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Grumpy CEO Cat has a plan to achieve this. It only has 4 steps:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Put ads online\n<ul class=\"wp-block-list\">\n<li>Nobody watches TV anymore, right<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Target parents\n<ul class=\"wp-block-list\">\n<li>People who don&#8217;t have kids won&#8217;t buy nappies \/ diapers#up, no matter how good your ad is<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Keep running the ads that get sales\n<ul class=\"wp-block-list\">\n<li>Online ads are great for this. The &#8216;ad tech&#8217; these days will show you the &#8216;click through rate&#8217; (i.e., how often people click on your ad when they see it), and your &#8216;conversion rate&#8217; (i.e., how often the people arriving at your site buy anything). If an ad isn&#8217;t working on those metrics, you just cancel it and run a different one. Simple!<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Go To Step 1<\/li>\n<\/ol>\n\n\n<div class=\"brxe-div footnote_anchor\"><div class=\"brxe-div footnote_shifter\">\n<pre class=\"wp-block-verse\">#down. 'nappies' for those who speak British English, 'diapers' for those who speak American English. I realize you came here to learn CB, not become bilignual, but here we are<\/pre>\n<\/div><\/div>\n\n\n<p class=\"wp-block-paragraph\">Now I know what you are saying: &#8220;But where do you get these ads from? Surely I have to know things to make them&#8221;. But Grumpy CEO Cat isn&#8217;t impressed by your weak sauce objections. Not this one. Grumpy Cat knows that the world is full of creative people who can be hired to make ads. It&#8217;s easy: You give them some money, they come up with an ad, you run it, and if it doesn&#8217;t work, then you fire them and pay someone else. &#8220;There is always someone else&#8221;, says Grumpy CEO Cat. &#8220;So many people and I haven&#8217;t fired most of them yet&#8221;.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">So here is the mystery:<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">On your piece of paper, complete this sentence:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">The flaw in Grumpy CEO Cat&#8217;s plan is&#8230;<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Don&#8217;t forget to keep it in that safe space.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Go on&#8230; <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I&#8217;ll wait.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Why aren&#8217;t you aren&#8217;t writing anything?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Look&#8230;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If there isn&#8217;t anything wrong with CEO cat&#8217;s plan, then you don&#8217;t need this book. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There are thousands more words of it, and they are all just a complete waste of space. If Grumpy CEO Cat&#8217;s plan works, then you don&#8217;t need any of them. You&#8217;ve already got your simple clear plan to get rich. So turn this off right now, and go make enough cash to fill your own personal (brand new) swimming pool all the way up to the brim. Then, maybe, someday, you can pay some lesser person to read the rest of this book for you. Just so you can cross it off your list.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No, really, you can stop reading. Really, the plan only has 4 steps, and one of them is &#8220;go back to step 1&#8221;. Is that too many? Why are you even here?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There&#8217;s a little &#8216;x&#8217; up there. Just click it, and this all goes away! Poof!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<pre class=\"wp-block-preformatted\">(what, you are still here? Fine, here's something else to keep you busy then: See that picture at the top? The one of the iceberg? Why did we choose it for this page?)<\/pre>\n","protected":false},"excerpt":{"rendered":"<p>Three mysteries and a theory of brand equity<\/p>\n","protected":false},"author":1,"featured_media":1406,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[1],"tags":[],"chapter":[13],"exclude_from_index":[15],"class_list":["post-1404","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","chapter-3-memory-perception","exclude_from_index-exclude-from-index"],"_links":{"self":[{"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/posts\/1404","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/comments?post=1404"}],"version-history":[{"count":11,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/posts\/1404\/revisions"}],"predecessor-version":[{"id":1582,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/posts\/1404\/revisions\/1582"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/media\/1406"}],"wp:attachment":[{"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/media?parent=1404"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/categories?post=1404"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/tags?post=1404"},{"taxonomy":"chapter","embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/chapter?post=1404"},{"taxonomy":"exclude_from_index","embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/exclude_from_index?post=1404"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}