Having the privilege of becoming a

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The second part of the experiment was similar, but this time the volunteers were to see the brand of the drink before tasting it.

The results were surprising: 75% of participants said they preferred Coca-Cola and there was also an added change in brain activity, this time activating not only the ventral putamen but also the internal prefrontal cortex .

This double activation led Montague to interpret a struggle between rational and emotional thinking in the brain; a few milliseconds of indecision occurred, where the emotional part (Coca-Cola) finally won over the rational part.

This result reinforces the idea that most consumers have an "irrational" affection for the Coca-Cola brand, to the detriment of Pepsi, which has similar flavor and quality.

This may be due to Coca-Cola's promotional and advertising campaigns.

Highly emotional campaigns, full of affection and identification with the situation and, therefore, with the brand.

Campaigns that are well known to everyone and can be exemplified through many of the advertisements.

For this example, I'm going to show the following video.

Youtube video thumbnail
This is a very important demonstration for brand marketing: advertisements, the logo, brand relations, music, its color, its fragrance, the brand image in short actively influence consumer preferences, acting on their emotional part, which as we have seen can overcome the rational part in certain cases.

Love brand marketing: all you need is love
Love brand marketing involves attracting consumers through the senses, managing to maintain a loyal and stable relationship with them, thanks to the ability to introduce the emotional component into the way of relating.

As Kevin Roberts says, this love for the brand “makes consumers incorporate feelings into their relationship with it and achieves things such as being able to even forgive minor faults in the product or service if they do not occur repeatedly.”

The importance of lovebrands is their ability to generate engagement with consumers.

And consumer affection goes beyond likes on social media.

Instead of obsessing over getting more reviews, followers and shares, love brands work on better understanding their needs and consumption habits , making their products camouflage themselves almost unconsciously in their daily lives.

However, as I mentioned at the beginning, being a lovebrand is not that easy.

lovebrand is within the reach of very few and depends on many unpredictable factors:

Sector of activity.
Psychological relationship and association with the brand.
Quality of the product or service.
Price.
Innovation.
Continuous contact with consumers through advertising and communication campaigns.
Market share.
Brand awareness .
Etc.
The creation of a lovebrand is the result of a huge effort and creative work that arise dubai mobile number list free s through market studies and consumer insights that allow us to find in people's insights the key to trigger their emotions and, of course, the wise management and mix of culture and emotions.

I am nostalgic, and in the end as the Beatles said, "All you need is love."

I leave you this song as a closing to my post.

Click on the image below and enjoy: