Brand DNA – instant recognition
April 19, 2007 1 Comment
Seth Godin has an insightful post on how quickly certain things (such as the first notes of a song) can register on us, and bring up the “brand” represented.
Off the top of my head, I think this type of imparted Brand DNA comes from at least 3 things:
– Strong (hopefully, positive!) association
Recently, one of my sons, who is taking drum lessons, was given a CD to learn from, by a rock group from the 70’s. I vaguely recalled the name of the group but couldn’t “place” the song names in my head. However, moments after the CD started to spin, I had the whole song flooding back from memory. Repetition, don’t you know, from years ago.
I remember, over a decade ago now, when I used to fly more regularly into Chicago, that there was (and still is) a Starbucks located at the entrance to O’Hare’s Terminal E/F. Coming into that city, my nose would be attuned to this positive association, and it was always there. Plus, they had one at McCormick Center, where I’d be each year for a trade show in November – and I’d unfailingly walk however long it was in that gargantuan place to get my morning Starbucks. Those experiences helped embed the Starbucks DNA into my system.
Now, if I could just get a piece of Seth’s DNA and graft it into my makeup!