Are You Brand-Washed?
This is how brands manipulate your brain into buying more. If you are a brand worshipper, you might want to read this.
Can you guess what the ad above is about? Nope, it’s not what you’re thinking. In fact, It’s just a cigarette ad.
(the cigarettes packs went from that to this, for good 🙂)
Back in 1871, Pearl Tobacco used a picture of a half-naked woman to sell their cigarettes. Clearly, this ad has nothing to do with the product and may also seem vulgar, but it sure gained a lot of attention.
This kind of sexual imagery stands out because our brains are naturally wired to notice things that make us feel desire, pleasure, and excitement.
When ads connect certain products with things like sex appeal or high social status, our brains react strongly. Notice how ads often show attractive people using products, suggesting that using these products will make you more popular or attractive.
(I’m sure none of them have ever bathed with Lux soap 🙂)
When we see these ads, our brains focus more on how the product could enhance our social image or status. How can we miss the supremely racist ‘Fair & Lovely’ ads?
But they worked quite well because our society thinks, light skin tone = attractiveness and beauty.
The ads showed a dark-skinned girl who, after many rejections, gets a job once she uses Fair & Lovely (caution: don’t try this at your next job interview).
Rajnigandha is another prime example. You’d see a well-dressed man in a luxurious setting, spitting some motivational bullsh*t about success.
The brand literally associated consuming a pan-masala with success and achievement in life.
Now, one thing is evident in all these examples — Brands create strong emotional triggers. They leverage psychological and social cues to influence consumer behaviour. But how?
How do brands tap into our subconscious?
Well.. they simply tap into how we think. Daniel Kahneman in his book “Thinking, Fast and Slow” breaks down thinking into two types:
- System 1: Fast and automatic. Like answering what’s your name.
- System 2: Deliberate and effortful. Like answering what’s 73*89 = ?
(It’s okay, I know it’s hard — unless you’re this guy 🙂)
So, system 1 is quick and unconscious, while System 2 is slower and requires more mental energy. Now brands that tap into “system 1” are likely to top the competition. As it’s easier for us to stick with what we already know than to evaluate options all the time.
What do you think is wrong with this OG Apple logo?
A lot is going on here. There is a tree, an apple on that tree, Newton sitting under that apple tree.
Now, compare the current logo.
It’s simple, graphic and Iconic. Even in their ads, they never try to oversell. Look at this classic ad.
The copy is crisp, design is minimalist that speaks volumes without saying a lot. Simple stuff might just work better and studies show 64% of people are willing to pay more for simplicity.
I also read this somewhere — people buy Samsung only because they hate Apple. As a Samsung user, I lowkey agreed (although I never admitted it 🙂)
A study was done by Duke University where researchers observed the brains of iPhone and Samsung users with an MRI machine while they heard good and bad news about Apple and Samsung.
And this is what they found — Apple users showed a kind of feeling that you’d feel for your family. But, Samsung users were neutral on hearing good or bad news about the brand. Instead, they seemed to feel happy when they heard bad news about Apple.
Apple clearly has created strong emotional connections and memories by simply tapping into System 1 thinking.
How brands use design to control your mind?
Imagine if Coca-cola was green in colour.
Do you think this Coca- Cola Can evokes feelings of excitement or passion? I’d say its giving more off freshness, health, nature, and hope vibes (quite opposite of what Coca-Cola is).
Brands pick their colours to make consumers feel certain emotions and think of specific things.
For example, Red is supposed to make you hungry and excited, which is why most fast food joints have warm hues. The blue colour represents trust and security — think of fintech brands or banks.
Black can make a brand look sophisticated, powerful, and elegant. Many luxury clothing brands use black in their logos to appear sleek and refined.
CRED uses black in its branding as they aim to target the top 1% of high-income consumers in India who have the capacity for discretionary spending.
Oh but, black also gives off a cold and mourning vibe, so you wouldn’t want to use it for a hospital or a toy shop :)
How brands use priming tactics to make you buy?
- Restaurant Menus: Been to a fancy restaurant and came across this on the menu?
Golden Harmony Crepe: a golden-hued marvel with a delicate, crispy texture, served alongside an aromatic medley of truffle-infused coconut dip, tangy tamarind relish, and saffron-spiced velouté.
yeah that’s just a Dosa btw :)
High-end restaurants use fancy words like “succulent,” “velvety,” and “artisanal” to make dishes sound more appealing and justify higher prices.
2. Supermarket Layout: If you ever go to a grocery store you’d notice that fresh fruits and vegetables are mostly placed near its entrance. It sets a healthy and fresh tone right from the start of their shopping experience.
3. Aromas in Stores: Stores use specific scents to influence our behaviour. For example, coffee shops often will have the aroma of freshly brewed coffee and baked goods, creating a cozy atmosphere that encourages customers to stay longer and make more purchases.
4. Background Music: Imagine “bolo tara ra ra” playing in the background at Varq — Taj Mahal Hotel.
Fine-dining restaurants or cozy cafes will usually have jazz or acoustic music playing in the backdrop. While fast food restaurants, which are typically quick and casual, will have upbeat pop, mainstream hits, or no music at all, focusing more on background noise and conversations.
5. Product Placement: Next time you go to D-mart notice how items placed at eye level on store shelves are more likely to be purchased as they are more noticeable and accessible, priming customers to consider them first.
6. Social Proof in Advertising: The idea of skincare has become so popular these days that people have religiously started following morning and night routines. Most of us have been influenced by the reels we see on Instagram, where some beauty influencer applies a product and says,
“Can you believe my skin went from that to this in just a week?”
Showcasing testimonials or user-generated content makes the product seem trustworthy, making it more likely for you to buy it.
7. Website Design: I have often purchased items that I didn’t even need urgently just because it showed ‘Only 2 left in stock’ on the website. Displaying such scarcity messages creates a sense of urgency and encourages quicker purchases.
8. Trial Offers: Offering a free trial or sample primes customers to feel more comfortable trying a product, making them more likely to buy it later.
9. Anchoring Effect: Let’s say you see a perfume bottle priced at Rs 300. You’re unsure if it’s a good deal. Then, you notice a Rs 1000 perfume right next to it. Suddenly, the Rs 300 bottle looks like a bargain. This trick helps our brains understand value by comparing prices.
10. Catchy Taglines and Jingles: ♫Dhoodh si safedi nirma se aaye, rangeen kapda bhi♫ …. I’m sure you’re singing it right now.
Such catchy slogans and jingles are designed to create strong associations and brand recall in consumers’ minds. When you hear “Just Do It” (Nike’s slogan), you think of motivation and determination.
Does feeling strongly about a brand justify paying more for its products?
Modern advertising goes beyond selling a product; it sells emotions and desires. Nike does this very well. They don’t just sell shoes. They sell stories, dreams and aspirations.
Remember their “Find your greatness campaign’’?
Instead of showcasing super-athletes, like any sportswear brand would, Nike decided to celebrate unique wins of everyday people.
Brands have become the new religions of the twenty-first century. But does having a strong connection with a brand justify paying higher prices for their products?
Nope. And here’s what you need to know -
- Since we’ve been talking a lot about System 1 thinking, it’d be wise if we don’t let brands tap into it. Don’t make it so easy for the brand. Apply System 2 thinking.
To break free from the grip of branding you must make conscious decisions, think logically and ask, “Why am I buying this product/service in the first place?” If you don’t have a good reason, then don’t spend on that thing. Always be aware of your spending habits.
The illusion of choice is carefully crafted by brands to make you feel empowered when in reality, you are being controlled.
2. A recent raid by Italian police on some of Dior’s suppliers who manufacture luxury handbags in Milan revealed that Dior and Armani purchase these bags for Rs 4700 and sell them for over Rs 2 lakhs. Remember that just because something is positioned as a high-quality product doesn’t necessarily mean it is of high quality or worth the money. Don’t obsess over luxury but quality.
When you pick a brand, you create an identity. That shirt, those shoes, those jeans, that hat — all form an impression of who you are. But trust me, that’s a shallow way to build a personality. I mean… you can do the same by watching shows like The Office or Friends without spending a lot 🙂
Till then, remember — “The art of branding lies in convincing people that they need something they didn’t even know they wanted.”
