![\"Blue](\"https:\/\/illuminated-text.com\/cb\/wp-content\/uploads\/sites\/2\/2023\/08\/ikea-1376853_640.jpg\")
How to do this? Take a blank page (or a white board), and write “IKEA” in the middle. Draw a circle around it. Now add words that people might associate with IKEA around it, in their own little circles, and draw lines to connect them to IKEA.<\/p>\n\n\n\n
Remember: Links that would be stronger should be written closer, and\/or with a thicker line. Links that would be weaker and more distant associations should be written further away.<\/p>\n\n\n\n
Challenge 1b<\/h2>\n\n\n\n
Let’s imagine that your friend is setting up a local neighbourhood furniture shop that they call “Home, Comfy Home” (let’s call it “HCH” for short). They’ve asked you to help them, because you know more about marketing than their other friends.<\/p>\n\n\n\n
Map out the strong and weak brand associations that HCH could build.<\/p>\n\n\n\n
Keep in mind: They will be competing with IKEA (because pretty much all furniture shops have to do that these days), so any links that IKEA has particularly strongly, may not be smart to compete on – you are unlikely to ever ‘own’ these positions more strongly than IKEA already does.<\/p>\n\n\n\n
Challenge 1c<\/h2>\n\n\n\n
Thin of a promotional concept for HCH. How can they make perception and attention principles work for them?<\/p>\n\n\n\n
Keep in mind: Before you get too excited and let your creative juices run away with you, go back and look at that perceptual map you made in phase 1b. Are your marketing plans reinforcing those associations? If not, consider: Are you perhaps letting enthusiasm get in the way of being a smart marketer who is good at your job?<\/p>\n\n\n\n
Challenge 2<\/h2>\n\n\n\n
Imagine you started a sushi restaurant.<\/p>\n\n\n\n
How can you make your sushi taste as good as possible without changing the actual food<\/strong>?<\/p>\n\n\n\n Hint: Think d\u00e9cor, names, etc.<\/p>\n","protected":false},"excerpt":{"rendered":" Challenge 1a Map out the brand associations that people have for IKEA. How to do this? Take a blank page (or a white board), and write “IKEA” in the middle. Draw a circle around it. Now add words that people might associate with IKEA around it, in their own little circles, and draw lines to […]<\/p>\n","protected":false},"author":1,"featured_media":2074,"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-2112","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\/2112","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=2112"}],"version-history":[{"count":2,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/posts\/2112\/revisions"}],"predecessor-version":[{"id":2118,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/posts\/2112\/revisions\/2118"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/media\/2074"}],"wp:attachment":[{"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/media?parent=2112"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/categories?post=2112"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/tags?post=2112"},{"taxonomy":"chapter","embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/chapter?post=2112"},{"taxonomy":"exclude_from_index","embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/exclude_from_index?post=2112"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}