Comments on: Physique Part 1: I Like Your Body: The Grip of Physique http://icdindia.com/blog/i-like-your-body-introducing-brand-memory/ Mon, 16 May 2016 13:20:31 +0000 hourly 1 https://wordpress.org/?v=5.3 By: Sumit Roy http://icdindia.com/blog/i-like-your-body-introducing-brand-memory/#comment-14 Mon, 16 May 2016 13:20:31 +0000 http://icdindia.com/blog/?p=27#comment-14 Kapferer not withstanding, Physique matters in a brand.

I like to think of these matters as an answer to the five common sense questions I use to understand a brand:

1. What is the obvious emotional truth on which your brand is based?

2. Therefore, what business are you really in?

3. Therefore, at whom is your brand aimed?

4. If so, what are the personality traits your brand should have that will attract this target mindset?

5. What is the organizing idea, that captures the essence of your brand, that users will want to champion?

Yes, Physique matters. It’s an essential part of a brand’s ‘personality traits’.

]]> By: Shivanee Harshey http://icdindia.com/blog/i-like-your-body-introducing-brand-memory/#comment-4 Tue, 12 Apr 2016 05:24:12 +0000 http://icdindia.com/blog/?p=27#comment-4 I agree with your observation and have often caught myself being attracted to not necessarily good-looking physique in products, but just unconventional design. For example, the perception of the Parachute body lotion bottle at first (all curvy and aesthetic) was “hey! nice form”, until the brain compared it to a Vaseline moisturizer bottle which is quite straightforward and then doubt took over when prices and volumes were compared, moving on then, to credibility of the brand, quality of the cream etc. So, physique does take forefront in the first impression but not for long, as our psychology compells us to compare in order to settle down at what we really like. So brands that try to imprint the consumer with more than good physique might be more desirable to users as they check off on more criteria than the rest, just a thought.

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