Brands and Memory Triggers

Brands are encoded into memory and decoded from memory using a variety of triggers. Often, specific emotions are also encoded in the brain associated with those triggers. The triggers can be images, colors, shapes, textures, sounds, scents, flavors, attitudes, personalities, voices, characters and other distinctive brand elements.

Consider what triggers exist for each of the following brands:

• Coca-Cola
• Apple
• GEICO
• Harley-Davidson
• Cinnabon

What triggers exist for your brand? Are you using them consistently? Are they associated with specific emotions?