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The Power of a Logo

This entry was originally posted on March 26, 2008 at the old Brandstory blog.

UPDATE: I’VE WRITTEN MUCH MORE ABOUT THIS STUDY HERE. AND YOU CAN SEE A NEW LOGO INFOGRAPHIC THAT INCLUDES THIS NEUROSCIENCE AND MORE BY CLICKING HERE.

Does your logo get the reaction you want? Do customers think differently or act differently when they see your logo as opposed to your competitor? Should it?

While I firmly believe that a logo can trigger an emotional response attached to a brand, this goes a little farther than I would have expected: According to this post in the Wall Street Journal Business Technology blog, researchers at Duke have found that exposure to a particular logo (in this case, Apple or IBM) can result in behavioral changes. People who were flashed the Apple logo for 30 milliseconds (too fast to be consciously seen) performed more creatively than those who saw the IBM logo.

You can read the study here.

This begs the question–will thinking about the Nike logo make you run faster? Will thinking of the Harvard University logo make you smarter? Will pondering the Weight Watchers logo help you lose weight? Sign me up as a test subject for
all of the above.

Others offer thoughts about the power of Apple’s logo to help you think differently:
Brand Noise.
Fake Steve Jobs.

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