I’m always asked, “what’s the difference between one brand and another, Dennis Loos?” Why does something work for one brand yet, doesn’t stick when it comes to the other. Why does Levi make it big, while the likes of Wrangler have to inch their way into the market?

1. Dennis Loos | A Case study of Brand
Hacking
I’m always asked, “what’s the difference between one brand and
another, Dennis Loos?” Why does something work for one brand yet, doesn’t
stick when it comes to the other. Why does Levi make it big, while the likes of
Wrangler have to inch their way into the market? Well, the truth is that it is a
mix of things. One of the biggest, the one we’ll talk about in this article is Brain
Hacking. I’m going to show you how brands, thanks to psychology, emotional
connectors, and other groovy practices have hacked our brains — and how
you too can successfully do it.
Acetaminophen and Tylenol
Do you know what’s the difference between off-brand Walgreens
acetaminophen and Tylenol? What about Levi jeans and Wrangler jeans? Or
Kellogg’s Corn Flakes and the Publix brand? The truth? — Absolutely nothing.
Same ingredients. In many cases, and here’s the weird thing, they are not
only the same product, with the same list of ingredients, but are produced by
the same company in the same manufacturing plant. All they change is the
packaging.
So, as consumers, why do we go out of our way to purchase them? Why do
we pay more, drive more, and vouch for them more? Why are rational
consumers, us – you and I – willing to pay more for them? What makes them
better?
Generally, we love to think of ourselves as rational, logic-minded people. The
truth is we’re not. We are everything but rational — and brands, brands know
this.
Brands have hacked our brains. And this is the part that’s even more
impressive — IT’S NOT THAT HARD.
Duke University.
There was a famous study done at Duke University a couple of years ago.
The study started by simply trying to determine why two tech companies –
Apple and IBM – were viewed differently by the public. What sets them apart?
Why do people simply love one over the other?
What did the study determine?

2. After being subliminally flashed with the Apple logo, compared to the IBM
logo, participants performed much better on creative tasks. When participants
were submitted to brain scans, the cerebellum sorted to flash differently. Part
of their brain linked to artistic endeavors would light up like a Christmas tree.
Meanwhile, when they were submitted to the IBM logo, they were far more
efficient when it come to computable actions. To math problems. To
engineering issues. They were optimized for logical problems, not creative or
artistic endeavors.
The Running Shoe Dilemma
Around the same time that Duke was plating around with logos, another study
was doing the same thing – more or less – but with running shoes. They were
strapping on running shoes – with the same characteristics as different groups
of ultra-marathoners – the only difference was the logo on them. They were
being manufactured by the same company, out of the same material, with the
same specs’.
What did they uncover? Runners, in the same class and who generally
performed the same, ran better with Nike shoes than with all other brands.
Oh, and runners with Under Armor shoes were unconsciously being more
intrepid with them — they were purposely looking for puddles, and mud holes,
and taking their shoes off the road even when there was no need.
Why is that?
Well, the argument is that these companies have been telling you a perfect
story of who they are – over and over again – and that they have essentially
hacked society. Hacked and rewritten your brain.
For example, Apple has constantly told the world that it is a brand for hip,
cool, fun, highly artistic, and creative people. This is the brand that Lady Gaga
uses for her song composing. The brand that creative folks can’t live without.
So, whenever we see the Apple logo, whether we’re using one of their
products or are even loyal brand followers, our brain is instantly much more
efficient in creative tasks.
IBM meanwhile is the exact opposite — on purpose. It’s a brand that’s linked,
narratively speaking, to accountants, scientists, and businesses. To the point
where the latter is part of their name, International Business Machine.

3. Nike, meanwhile, has been flooding the airways with their slogan — Clear and
to the point, “Performance” or “Just Do It.”
Under Armor? — Put on a Superhero movie or any movie with the ROCK and
there’s a fair chance that either while they are training, or about to go to war,
they are using Under Armor clothes. When IT is about to get real, they wear
Under Armor.
The Power Of Brands
This is the power of brands, the ability to influence us – at a neurological level
– well beyond the selling point. The truth is that when you make choices about
different brands, you’re in reality choosing to create your identity – not just as
a consumer but as a person. When you put those shoes on, those jeans,
when you decide to invest in an iPhone and not a Samsung, someone is
going to form an impression about you. We’re well aware of this. At our core,
we know this is going to happen. As consumers, we’re choosing how we
express ourselves.
Brands know this. So, when they are creating their style, their logos, their
mottos, their slogans they are creating identities for the public to follow.
Something to mirror. It’s important to understand that — how they hack your
behavior. Why? Because you too can do it.
How? Simple. Imagine the person you’re trying to attract with your brand.
Think about how they talk? What shoes do they wear? What style of hair do
they have? What sports do they practice? Think about their sexual
preferences. Think about their societal tribe. Are they hipsters? Are they
counterculture? Are they sexy? Are they undetermined? Are they hippies?
Goth kids? Etc. Think about every aspect of their lives and how they interact
in this world. Once you have a clear idea of who they are, you can practically
draw them on paper and describe them in detail, then and only then, translate
those characteristics to your products and your brand. How can you make
YOUR brand attract THAT person? That’s how you create an identity and
modify behaviors — by making your brand the mask they wear, the superhero
costume they like to show off.