There is a proliferation of made up words that tack on the word onomics to a brand name., all inspired by Reagonomics and Freakonomics. All these initiated by the brands themselves. This of course an attempt to position the brand as most suitable for the current economic conditions. Examples include
- 3conomics (Wendy’s 3 meals under $3 deal)
Does this help the brand to associate with something that is not doing so well?
Why position your brand for tough economic conditions? So are the products the equivalent of what economists call Giffen goods?
When the economy improves will people switch from your brands to what they perceive as better brands?
Brands are like people, they have personalities. Well not quite, we as consumers tend to attribute human like personalities to brand. If we are allergic to certain human personalities, can we be allergic to brands too?
MarketPlace.org Beach Reads
recommends a 2003 novel, Pattern Recognition. It was described as “the most finely observed and entertaining text on branding that’s ever been written”, by the reviewer Karrie Jacobs. Karrie describes the novels heroine Cayce Pollard to be “literally allergic to logos. The Michelin Man for example makes her physically ill”.
While this level of brand sensitivity and reaction reads like hyperbole, there is certain truth to the emotional response. In her 1997 paper in the Journal of Marketing Research, Prof. Jennifer Aaker described five dimensions of brand personalities:
If a brand’s personality dimensions are not aligned with those you require of a brand, the brand is bound to cause a negative response.