Current Topic: Strategy

From Kodak to Coca-Cola. And from KitKat to Kool-Aid. Over the years, many brands have been born with the letter -K as their first phoneme. This preference among branding practitioners was so apparent that Schloss (1981), who was first to quantify the overrepresentation of the letter K, has dubbed his linguistic discovery the “K effect”. 

Is there something magical about the letter K that made it the phoneme of choice among brand creatives? Should new brands adopt it as well, or is it wiser to avoid it nowadays? And how did the K effect fare in recent years? Recently, a new study has been conducted to see whether K has held its ground in 2021.

A lot has been said and written about the current COVID-19 pandemic and we’ve learned much from it. In the past year, great advances have been made in fields such as healthcare, hygiene, viral transmission and governmental responses to crises. Keep reading to find out the lessons we learned which can turn out to be a great advantage for governmental institutions and businesses in all sectors!

With knowledge expanding increasingly fast these days it might be hard to keep track of what is new and happening in Neuromarketing. We try to review new articles weekly in order to keep you up to date on what is new.

To give you an overview of Neuromarketing insights in 2020, we’ve selected the articles that you guys found most interesting and were read the most. These are the 5 best Neuromarketing insights of 2020!

Here at New Neuro Marketing we review new research papers weekly to provide you with the latest insights on Neuromarketing. These are 5 insights that were not yet published in an article but we still want you to know about them so you don’t miss a thing!

How do you judge a person's status? Do you look at his or her clothes? Or their possessions?

According to the Shape-SES theory, most people tend to infer a person's socioeconomic status from his or her body shape. And this turns out to be the case for products and their shapes as well! 

So, what kind of package shape do you think of as luxurious? Or what would you describe as a high-status product?

A recently published paper suggests that packaging shape affects how we categorize products and judge brands' status. 

Do you want to learn more about how product packaging is used to position a brand in the consumer's mind? Continue reading!