The tasty effects of good branding

von | Aug 13, 2007 | Ad News, Blog, Marketing

Are kids easy to fool? Can a little branding make things much tastier for them? Of course it can! Well, at least this article says it can. Wrap anything in something branded by McDonalds and the kids seem to be liking it!

„You see a McDonald’s label and kids start salivating,“ said Diane Levin, a childhood development specialist who campaigns against advertising to kids. She had no role in the research.

So be careful about the bad effects advertising and branding might have on your kids.

But hey – only your kids? Shouldn’t you also watch out for yourself? Don’t you think it is rather easy to be fooled as an adult, too? Well, think again. Because this article mentions a study, that tested adults for perception of well branded vs not well branded wine.

Of course it’s not about an overarching (golden) brand symbol. But it’s about perception nevertheless. What is your opinion on wine from North Dakota? Don’t have any (opinion, that is)? How about wine from California? That bell makes you salivate?

In that study conducted by Cornell professors, a group of diners was served the same wine, either labeled as wine from california, or labeled as wine from North Dakota – both carrying the name of a non-existent winery. Guess which one the group preferred? Correct!

Branding can be sooo misleading! *g*

A study about user generated content

von | Feb 6, 2007 | Ad News, Blog, Digital Marketing, Marketing, Online Advertising

Clickz references a study about user generated content – or consumer generated content, as it should rather be called. This is from August 2006, but nevertheless quite interesting, as there seems to be some interesting findings even related to „traditional“ internet advertising:

Almost three-quarters of people who publish amateur video content online are under 25, and of those, 86 percent are male. […] Other findings of the „Generator Motivations Study“ include that as many as 73 percent of content generators notice Internet advertising, a much higher ration than what’s found in the male 18 to 24 year-old demographic as a whole. Also, 57 percent of all content creators surveyed said they are willing to feature brands in their videos, and many within the group have already done so. […] The report suggests opportunity for marketers, if campaigns are executed properly. „Approaching the right communities, with the right tone and incentives can motivate users to generate content featuring brands,“ the report said.

Sounds good, being from Germany, I now wonder if the situation is (or will be) similar in Germany?