Our brain works in a lot more complicated ways than what we can imagine. The brain will try to use shortcuts and preprocessed information to make our decision as fast as it can.
It may be the routes you take when walking towards your home or when you have to recognize a brand just by seeing its colors.
A few examples:
When you see an empty red-colored soft drink can, the first brand that comes into your mind would be Coca-Cola, but it might be some other brand too.
When you smell some spices, they’ll recall one of the dishes that your brain is able to recall it for.
Similarly, marketers use this psychological effect to influence you and your decisions in their favor. It can be from an emotional story, brand recall, and even to cure some mental disorders using a placebo.
A few examples:
When you see an empty red-colored soft drink can, the first brand that comes into your mind would be Coca-Cola, but it might be some other brand too.
Indian Cadbury advertisements make us connect to their chocolates as a symbol of love and affection. So you’ll buy them around Rakhi, Diwali, and Valentine’s Day.
Riedel marketed their wine glasses like the glasses were made from a material that makes a wine taste better. After research, it was found that the claim of glasses being different was false, but people and wine experts claimed that the wine did taste better. That was due to a placebo effect and nice storytelling.
De Beer’s marketed diamond which actually is a worthless shiny object as a symbol of love and bond. Making them the biggest diamond brand in the world.
There are endless examples that can be mentioned about how marketers can be using stories to relate their products and increase sales.
So now when you think of chocolate to gift on Diwali, you’ll think of Cadbury.
When you think about fast cars, you think of Ferrari and Lamborghini and not a Honda despite Honda making engines for F1 cars.
But there is a difference between a fraud and a marketing story.
Fraud will be detected by the customers one day, but a good story along with a good product will sell your product irrespective of everything.